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Media/Marketing Influences on Adolescent and Young Adult Substance Abuse

  • Adolescent/Young Adult Addiction (T Chung, Section Editor)
  • Published:
Current Addiction Reports Aims and scope Submit manuscript

Abstract

Purpose of Review

We describe the state of research on substance use portrayals in marketing and media, considering exposure to tobacco, alcohol, e-cigarette, and marijuana content. Putative mechanisms are offered, and recommendations are made for effective prevention strategies for mitigating the influence of these portrayals.

Recent Findings

There is consistent evidence that adolescents and young adults are highly exposed to substance use portrayals and that these portrayals are associated with subsequent substance use. Exposure via new media (social networking sites, brand Websites) has risen rapidly. Social norms and cognitions appear to at least partially account for the effects of portrayals on youth substance use.

Summary

Digital media has surpassed traditional marketing, which is concerning because youth have on-demand access to content and are active consumers of digital media. Developmentally appropriate media literacy interventions that include a parenting component and target multiple substances and media domains are recommended.

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Funding

This work was supported by grants K02 AA13938 (PI: Jackson), T32 AA007459 (PI: Monti), and T34 DA037202 (PI: Budney).

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Correspondence to Kristina M. Jackson.

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This article is part of the Topical Collection on Adolescent/Young Adult Addiction

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Jackson, K.M., Janssen, T. & Gabrielli, J. Media/Marketing Influences on Adolescent and Young Adult Substance Abuse. Curr Addict Rep 5, 146–157 (2018). https://doi.org/10.1007/s40429-018-0199-6

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