Research estimates that 38.5 percent of high school students have used alcohol in the past month, and 20.5 percent of teenagers started drinking before age 13 (Eaton et al. 2012). Approximately 75 percent of high school seniors and 64 percent of high school 10th graders report having experimented with alcohol (Kann et al. 2014). Youth under age 21 see and hear marketing for flavored alcoholic beverages disproportionally on a per capita basis compared with adults (Jernigan et al. 2005), and a disproportionate number of youth consume alcoholic beverages (Mosher and Johnsson 2005). Furthermore, youth exposed to alcohol advertisements tend to drink more on average than their peers who were exposed to less intensive alcohol-related marketing (Snyder et al. 2006). Specifically, the authors found that each additional advertisement viewed by youth increased the reported number of drinks consumed by 1 percent.
