How Many Drinks Has Your Adolescent Been Offered Today

IntroductionUnhealthy alcohol consumption accompanied with abuse of alcohol is a significant problem globally. According to data obtained from the World Health Organization (1) in 2010 the global consumption of alcohol was equivalent to an estimated 6.2 liters of pure alcohol consumed per person aged 15 years or older; this is about 13.5 grams of pure alcohol daily. Despite the rise in the daily consumption of alcohol globally, there has been an alarming increase in underage drinking. In 2013, the National Institute on Alcohol Abuse and Alcoholism (NIAA) reported that 35.1% of 15 year olds have consumed at least one drink in their lives. In addition, approximately 8.7 million people within the ages 12-20 years indicated drinking alcohol in the past month. Of these current drinkers, 16% were heavy drinkers (2).According to a 2008 WHO-initiated Global School-based Student Health Survey conducted in Grenada, approximately 45.6% of secondary school students reported having at least one drink in the previous 30 days and about 27.3% reported having been intoxicated at one point in their life. According to a study conducted by Shayota (3), who investigated the prevalence of alcohol use among 1542 secondary school students aged 11-16 years, it was discovered that the overall prevalence of alcohol use was highest among males; however, there was a growing rise in females consuming alcohols. An estimated 31.6% of males versus 29.4% of females in the age 11-12 cohort group were currently consuming alcohol. An increase to 44% amongst males in the 13-14 age group versus 37.9% for the females. Lastly, the highest prevalence was in the 15-16 age group, with 67.2% of males and 54% of females currently consuming alcohol (8). Updated data from a 2013 Global School-based Student Health Survey indicated that around 70% of students had reported having a drink in their lifetime and 28.5% of students of the ages 12-13 had their first drink of alcohol compared to 22.8% at 10-11 years and 22.9% at 14-15 years.The promotion of alcohol and targeted advertisement is universal as it exist in almost all countries with the exception of some of the countries with predominantly Muslim populations and where strong regulation limits focusing on adolescents and young adults (4). Such case scenarios occur particularly among the public advertisement of alcohol across the Caribbean, where many island nation's economies and the promotion of tourism aggressively promote rum, beer and other exotic alcohol beverages. The production and promotion of alcohol are entrenched into the Caribbean's history and transcends into many cultural experiences. Thus, there is an ever presence and ease of availability of alcohol, and alcohol promotions may serve as encouragement for alcohol consumption in some individuals, such as adolescents and young adults. Within such contexts, factors such as parents and peers, are believed to influence alcohol consumption (5). Other influential factors are alcoholic advertisements on television, which are disguised with appealing settings and memorable messages that may remain with the viewer. Other than television messages, alcohol advertising is observed through products, special promotions, sponsorships of musical, educational and sporting events, hats, clothing, and other merchandising products. The convenience of having sale promotions such as 3 for $10 dollar beers and "two for one" discount events at local bars, serve as advertisements to increase consumption (6). The convergence of these issues in the Caribbean was the basis for this study, which explores the role of advertising as it relates to alcohol exposure among elementary and high school students (6-18 years) in a Caribbean island, Grenada.Studies conducted have supported the theories that there is a lack of social control and education on the harms associated with alcohol consumption because it is highly integrated into the culture and, as such, traverses age and generation. …