Current Projects

Measuring impacts of alcohol marketing on young New Zealanders

This study documents current alcohol marketing activities including the use of new technologies and approaches relevant to young people and measures the impact on young people’s drinking using a longitudinal design. Young people will be interviewed at age 13 years and again after two years to assess the relationship between their receptivity, positivity and exposure to marketing and their subsequent use of alcohol. The young people will be selected to represent Pakeha, Maori, Pacific and Asian 13 year olds to assess the way in which the marketing messages may resonate differently or have different impacts. Analysis will look for independent effects of marketing on subsequent alcohol consumption. The research will enhance the evidence base on the impacts of alcohol marketing by measuring these, for the first time, among different ethnic groups using a longitudinal design. It will provide new and relevant information for ongoing policy debates.

Funder: Health Research Council of New Zealand

Researchers: Professor Sally Casswell, Taisia Huckle, Helen Moewaka Barnes, Dr John Huakau, Lanuola Asiasiga, Dr Tim McCreanor, Hector Kaiwai, Professor Gerard Hastings (Institute of Social Marketing and Centre for Tobacco Control Research, University of Stirling and the Open University, UK), Professor Janey Hoek (Department of Marketing, Massey University)