Exposure to alcohol marketing among adolescents in Colombo district: A mixed methods study

Abstract

INTRODUCTION & OBJECTIVES: Alcohol initiation age is reported as 14 years in Sri Lanka. Despite regulations to control alcohol marketing, it is accessible, affordable and advertised to adolescents. This study aimed to describe the exposure to alcohol marketing environment among 16 to 18-year old in the Colombo District. METHODS: Eight focus group discussions (5 males,3 female) were conducted with 4-10 participants in each and an online pilot survey among 48 adolescents (16-18 years). The mixed methods approach assessed exposure to alcohol marketing, drinking behaviours and perceptions about alcohol related policy. Focus group transcripts were analysed using NVivo 12 and the survey data was analysed using SPSS 22. RESULTS: Of the males (54.2%, n=26) and females (45.8%, n=22) who participated, 26.5% had drunk alcohol at least once. International school attendees (37.5%, n=18) who consumed alcohol at least once (61 0/0) were higher than the proportion of their government school peers (6%). The minimum age of initiation of drinking was 12 to 13 years. Adolescents identified alcohol drinking as "normal" and found it "affordable"(43.7%) and "accessible"(80%). Adolescents have been exposed to alcohol marketing on social media, mass media, at sports events or restaurants/pubs. Alcohol related content was being shared heavily on social media among those who use it, while adolescents with lower alcohol access experimented with alcohol and other related substances at every opportunity despite their awareness of consequences and regulations. CONCLUSION: Adolescents consider drinking a normal phenomenon which is translated to them through their environment. Their drinking behaviours are fuelled by easy access and affordability despite the current control policies.