A cross-sectional study with middle school students examined if owning alcohol-branded merchandise (ABM) such as shirts and hats was related to initiating alcohol consumption.  These students attended middle schools (15) in two New England states. From among a group of students who had previously completed a written survey related to tobacco use, 3577 students who had reported no alcohol consumption (baseline for this study) were eligible for a follow-up telephone interview about alcohol merchandise and drinking 12 to 26 months (mean of 17 months) after the tobacco survey. 

Of 2406 students available for follow-up, 15% indicated that they had consumed “beer, wine or other drink with alcohol that parents didn’t know about.”  In addition, 14.2% reported owning alcohol-branded merchandise (usually clothing).  Having any ABM was more common among older students, males, and those with “average or below average” school grades, those who had ever smoked cigarettes (from the baseline survey), and those who reported that most or all of their peers drink alcohol.  This survey determined that students with higher scores for rebelliousness and for sensation seeking as well as those who reported less rule setting and responsiveness from their mothers were more likely to own ABM.

Analysis indicated that 25% who owned ABM had initiated alcohol use in contrast to 13% who did not own any ABM.  After controlling for factors such as school grades and peer smoking, youth who had ABM were 1.5 times more likely to have drunk alcohol compared to peers who did not own ABM.  Unexpectedly, this study found a more significant relationship between ABM and early drinking among girls than boys.

This type of survey cannot conclude that owning ABM causes early drinking but the two actions were strongly related in this group of students.  It is reasonable to think that having and wearing ABM indicates a positive attitude toward drinking.  The authors advised that parents should limit ABM in their homes and that schools should restrict students from displaying ABM.

(McClure AC et al. Am J Prev Med 2006;30(4)277-282)

Comment:  What is your school dress code on ABM?    --J.O.