This paper aims to examine social marketing programs aimed at preventing or moderating alcohol consumption among young consumers. It seeks to show how protection motivation theory can be used as a theoretical framework to create effective communications targeting young people.
Communication materials aimed at preventing or moderating alcohol consumption among young people were identified and gathered from web sites in five English‐speaking countries (USA, Canada, Australia, New Zealand, and the UK). A qualitative review of these materials was conducted.
A majority of the alcohol moderation/prevention campaigns targeting young consumers followed the tenets of protection motivation theory by focusing on the threat variables of severity and vulnerability. Some campaigns also focused on costs, as well as self‐efficacy and response efficacy.
Only English‐language materials and materials targeting young consumers have been considered, so findings cannot necessarily be generalized to other languages or countries.
Future youth alcohol moderation/prevention initiatives should include self‐efficacy messages, to increase confidence among young people that they are able to carry out the recommended actions.
The review presents a comprehensive examination of initiatives aimed at preventing/reducing alcohol consumption among young consumers, and shows how protection motivation theory can be successfully used in this context.
