This "Adolescent alcohol misuse in England and the role of media advertising" essay outlines the connection between portrays of the alcohol in advertisement and the level of alcohol drinking among adults and youngsters). In England, a good portion of children have experienced drinking alcohol even before they reach the age of majority (18 years) and are also likely to have been drunk once in the last 4 weeks prior to the survey (Institute of Alcohol Studies, 2013). Some have even admitted to consumption of alcohol to harmful levels by 15 years of age. Surveys also indicate that alcohol has a significant role to play in the commission of crimes among young people aged 18 years or below (Institute of Alcohol Studies, 2013).
Media advertising plays a huge role in alcohol misuse among adolescents. The International Centre for Alcohol Policy (ICAP) indicated with the World Health Organization that there is strong evidence linking advertising and drinking patterns among adolescents. The ICAP mentions that “young people are inevitably exposed to beverage alcohol advertising as they are to advertising for any consumer product…” Thomsen and Rekve (2006) discuss how the increased awareness of alcohol messages for young adults and adolescents can sometimes cause earlier age to start drinking, higher levels of consumption, and increase risks or recklessness. . The study further indicated that without alcohol advertising, monthly levels of youth alcohol use would be reduced by as much as 24%.