Underage drinking has significant consequences. Eight young people a day die in alcohol- related crashes. Young people who began drinking before age 15 were four times more likely to develop alcohol dependence than those who began drinking at age 21. Sixty percent of college women diagnosed with a sexually transmitted disease were drunk at the time of infection. Alcohol advertising affects young people's attitudes and makes it more likely they will drink.
Television advertising has a significant effect on increasing adolescent drinking.
Boys and older students are at a higher risk because they are more exposed to alcohol ads and like them more. Among 450 5th and 6th graders surveyed, children who reported greater awareness of television beer advertising had more favorable beliefs about drinking, greater knowledge of beer brands and slogans, and increased intention to drink as adults. Alcohol consumption rises as alcohol advertising increases according to research by Economist Harry Saffer. Decreased alcohol advertising corresponds to a reduction in highway fatalities. When alcohol advertising declines, or when alcohol taxes are increased, car crashes decrease.