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Journal of Environmental and Public Health
Volume 2011, Article ID 497827, 8 pages
Research Article

Alcohol Marketing, Drunkenness, and Problem Drinking among Zambian Youth: Findings from the 2004 Global School-Based Student Health Survey

1Institute of Public Health, Georgia State University, P.O. Box 3995, Atlanta, GA 30302-3995, USA
2Health Promotion, Ministry of Health, P.O. Box 30205, Lusaka, Zambia
3Department of Health Promotion, University of Zambia, P.O. Box 32379, Lusaka, Zambia

Received 7 September 2010; Accepted 19 January 2011

Academic Editor: Pauline E. Jolly

Copyright © 2011 Monica H. Swahn et al. This is an open access article distributed under the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.


This study examines the associations between alcohol marketing strategies, alcohol education including knowledge about dangers of alcohol and refusal of alcohol, and drinking prevalence, problem drinking, and drunkenness. Analyses are based on the Global School-Based Student Health Survey (GSHS) conducted in Zambia (2004) of students primarily 11 to 16 years of age ( 𝑁 = 2 2 5 7 ). Four statistical models were computed to test the associations between alcohol marketing and education and alcohol use, while controlling for possible confounding factors. Alcohol marketing, specifically through providing free alcohol through a company representative, was associated with drunkenness (AOR = 1.49; 95% CI: 1.09–2.02) and problem drinking (AOR = 1.41; 95% CI: 1.06–1.87) among youth after controlling for demographic characteristics, risky behaviors, and alcohol education. However, alcohol education was not associated with drunkenness or problem drinking. These findings underscore the importance of restricting alcohol marketing practices as an important policy strategy for reducing alcohol use and its dire consequences among vulnerable youth.