"Alcopops" Target Teen Girls, Ast as "Gateway" Beverages

The American Medical Association (AMA) released the results of two nationwide polls that reveal the extent of underage consumption and marketing exposure to "alcopops" or so-called "girlie drinks." The AMA expressed concern that hard-liquor brands are using these sweet-flavored malt beverages as "gateway" beverages to attract less-experienced drinkers.

Key findings of the two polls include:

• Approximately one-third of teen girls report having tried alcopops, and one out of six have done so in the past six months.
• More teen girls have had alcopops in the past six months than teen boys (31 percent versus 19 percent).
• Teen girls report drinking alcopops more than other alcoholic drinks, whereas adult women age 21 or older rank it as their least-consumed alcoholic beverage.
• For teens who have had alcoholic drinks in the past six months, girls drank more in all categories (beer, wine, alcopops and hard-liquor drinks) than boys.
• Nearly one in six teen girls who have drunk alcopops in the past six months have been sexually active after drinking.
• One out of four teen girls who have tried alcopops have driven after drinking or ridden in a car with a driver who had been drinking.
• One out of five teen girls who have tried alcopops have thrown up, or passed out, from drinking.
• Half (51 percent) of teen girls have seen alcopops ads. 
• Nearly half of all girls aged 16-18 report seeing alcopops ads on TV, compared to only 34 percent of women 21 or older.

Teen girls report seeing or hearing more alcopops ads on TV, radio, billboards, the Internet and in magazines more than women 21 or older.

A study released earlier this year by the Center for Alcohol Marketing and Youth revealed the following:

• Girls ages 12-20 saw 95 percent more magazine ads for alcopops than women over 21.
• Women 21-34, the age group identified as the target audience for alcohol ads, were actually less exposed per capita to magazine advertising for alcopops and beer than girls aged 12-20.

The Journal of Human Resources reported in 2001 that teen girls who binge drink are 63 percent more likely to get pregnant in their teen years. Also, compared with non-drinkers, girls who drink suffer from higher rates of depression, suicidal thoughts and complications with puberty and menstruation.

Source: The Medical News.