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Alcohol on TV makes people drink more

4 March 2009

New research has shown for the first time that portrayals of alcohol in films and TV advertisements have an immediate effect on the amount of alcohol that people drink. The research, published in the journal Alcohol and Alcoholism, found that people who watched films and commercials in which alcohol drinking featured prominently immediately reached for a bottle of beer or wine and drank an average of 1.5 bottles more than people who watched films and commercials in which alcohol played a less prominent role.

From the paper: Alcohol Portrayal on Television Affects Actual Drinking Behaviour, Rutger C. M. E. Engels, Roel Hermans, Rick B. van Baaren, Tom Hollenstein and Sander M. Bot

Published in Alcohol and Alcoholism, Advanced Access, March 4th 2009

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