Evaluating the Impact of Anti-drug TV Advertising on Teenage Attitudes, Beliefs and Behaviors Related to Drug Use

This research investigates the impact of anti-drug TV advertisements on whether and how much youth use illicit drugs, and how they think about illicit drug use. In 1986, the Partnership for a Drug-Free America began to broadcast paid anti-drug television advertising. Since 1998, the US Office of National Drug Control Policy (ONDCP) also has aired anti-drug ads on TV. The amount of ads, target audience and general messages (drug-specific or all drugs) of these campaigns has varied over time and across media markets. Evidence on the effectiveness of such anti-drug anti-drug television advertisements is mixed: an evaluation of the recent ONDCP campaign suggested that at best, the campaign had no effect, and provided evidence of potential unfavorable effects. In contrast, the Substance Abuse and Mental Health Services Administration recently reported that most youth aged 12-17 were exposed to the ONDCP anti-drug campaign, and that those who were exposed were significantly less likely to abuse illegal drugs. The proposed research will contribute additional and complementary evidence about the impact of these anti-drug advertising campaigns youth drug use attitude and behaviors. We will employ previously un-examined sources of data to:

1. Describe the amount and variety of anti-drug television advertisements in the US, across media markets and over time (1998-2003).
2. Explore the relationship between exposure to anti-drug television advertising and youth drug-use attitudes and behaviors.