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New research suggests that teenagers who are aware of the persuasive tactics that can be used in advertising are less likely to drink alcohol.

The three-year study carried out in New York found that teens who were critically aware of advertising were less likely to drink.

Researchers from the Weill Cornell Medical College surveyed 2,000 pupils from 13 schools to observe the link between advertising and alcohol use.

They found that the ability rep to be aware of the impact that advertising can have meant the teenagers were far less likely to drink, and they also appeared to be better equipped with the power to say "no" - these were termed media resistance and peer refusal skills.

Dr Gilbert Botvin, one of the researchers involved in the study, said: "Our findings point to the need for prevention programs that teach adolescents media resistance skills and peer refusal skills to reduce the likelihood that they will succumb to the powerful dual influences of alcohol advertising and peer pressure."

Last year, the head of the Royal College of Physicians, Professor Ian Gilmore, called for a blanket ban on alcohol advertising to combat the British binge-drinking culture.

Article published on 04/03/2008 by DryOutNow.com

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