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Ads may deter kids from using marijuana

By Staff Writer

Many troubled teens view negative advertising that may lead them to experiment with illicit substances, but anti-drug organizations have developed ads of their own to combat influential media.

Recently, the Office of National Drug Control Policy's National Youth Anti-Drug Media Campaign conducted research to determine if positive advertisements are curbing drug use among kids. The group was able to determine that children who viewed "Above the Influence" ads, which depict the benefits of a drug-free lifestyle, were less likely to use marijuana.

The study, which was funded by the National Institute of Mental Health, was published in the journal, Prevention Science. More than 3,000 kids from 20 communities across the country participated in the research. Experts found that 12 percent of individuals who did not see "Above the Influence" commercials by the end of eighth grade reported marijuana use. Approximately 8 percent of subjects who were exposed to the ads used the illicit substance.

By the time kids graduate from high school, 42 percent say they have tried marijuana, according to the National Institute on Drug Abuse. Mentoring and counseling can deter troubled teens from using illicit substances.

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