|
Background: Heavy episodic or binge drinking has been recognized as a major problem on American college campuses making an impact on the health, safety, and education of students. The present study examines the alcohol environment surrounding college campuses and
assesses the impact on students’ drinking. This environment includes alcohol promotions,
price specials, and advertising at drinking establishments that serve beer for on-premise
consumption as well as retail outlets that sell beer for off-premise consumption.
Methods: The study used student self-report data from the 2001 College Alcohol Study (CAS) and direct observational assessments by trained observers who visited alcohol establishments in
communities where the participating colleges were located. The analytic sample included
more than 10,000 students as well as 830 on-premise and 1684 off-premise establishments
at 118 colleges.
Results: Alcohol specials, promotions, and advertisements were prevalent in the alcohol outlets around college campuses. Almost three quarters of on-premise establishments offered
specials on weekends, and almost one half of the on-premise establishments and more than
60% of off-premise establishments provided at least one type of beer promotion. The
availability of large volumes of alcohol (24- and 30-can cases of beer, kegs, party balls), low
sale prices, and frequent promotions and advertisements at both on- and off-premise
establishments were associated with higher binge drinking rates on the college campuses.
In addition, an overall measure of on- and off-premise establishments was positively
associated with the total number of drinks consumed.
Conclusions: The regulation of marketing practices such as sale prices, promotions, and advertisements may be important strategies to reduce binge drinking and its accompanying problems.
|
