When it comes to keeping kids away from alcohol advertisements, education programs and parents have frequently thought of television as the primary source. However, YouTube videos have become a significant contributor of alcohol marketing and in an era of social media and smartphones, parents are often behind the curve with their children.
That’s among the findings of a study led by a University of Pittsburgh professor that was published this week in the September issue of the Journal of Studies on Alcohol and Drugs.
In the study, researchers analyzed 137 YouTube videos that advertised or promoted popular alcohol brands such as Bud Light beer, Grey Goose vodka and Mike’s Hard Lemonade. The combined total views of the videos analyzed was more than 96 million views, although the ages of the viewers were unknown.
“Brand recognition is an extremely powerful tool that alcohol marketers use,” said Brian Primack, director of the University of Pittsburgh Center for Research on Media, Technology and Health. He added that research as indicated that the more ads for a brand of alcohol an underage drinker sees, the more likely he or she is to consume that product.
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