Association between Exposure to Alcohol Marketing and Alcohol Consumption among Adolescents in Thailand: A National High School Survey, 2018
Abstract
Objective: Direct alcohol marketing is illegal in Thailand. However, surrogate marketing, a marketing strategy that uses brand extension, brand association, alcohol-branded merchandise, sponsorships, and corporate social responsibility (CSR) activities, is widely seen. This study examined the extent of exposure to alcohol marketing and its association with alcohol consumption and binge drinking among Thai adolescents.
Material and Methods: A multi-stage stratified survey was conducted among high school students in years 7, 9, 11, and vocational college level 2 (V2) from 114 schools in 22 of the 77 Thai provinces, using an anonymous, self-administered questionnaire.
Results: Among the 21,847 students surveyed, 53.4% were girls and the mean age was 15 years. The prevalence of current and binge drinking was 19.0% and 12.8%, respectively. Most (65.2%) students were exposed to at least one alcohol advertising media; 32.4% recognized a brand after exposure, and 12.1% expressed a desire to drink the promoted beverage. The association between the desire to drink and current drinking was most pronounced among girls in years 11 and V2 (AOR=4.06, 95% CI: 3.18, 5.18), while its association with binge drinking was strongest among girls in years 7 and 9 (AOR=3.50, 95% CI: 2.42, 5.06).
Conclusion: Exposure to surrogate alcohol marketing is not only prevalent among adolescents but also plays a crucial role in shaping cognitive responses, namely, brand recognition and the desire to consume alcohol, which are significantly associated with both current and binge drinking. These associations were particularly strong among girls, with notable differences by age group.
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