Seeing booze tippled in film or TV ads can boost viewers' consumption: study. Canadian Press. March 4, 2009
A study by researchers in the Netherlands and Canada found that young males who watched films and commercials that prominently featured alcohol drank twice as much beer or wine on average as those who saw movies and TV ads in which booze was less evident.

• Download the academic paper. Alcohol Portrayal on Television Affects Actual Drinking Behaviour, Alcohol & Alcoholism, Rutger C. M. E. Engels, Roel Hermans, Rick B. van Baaren, Tom Hollenstein, and Sander M. Bot
• The Some Cancer With Your Cocktail news segment from Good Morning America: Health tv show on ABC. March 2009 [5:21]
• On-screen drinking drives viewers to the bottle, study finds. purchase news article from Globe and Mail, Life section, page L4, March 3, 2009
• Experiment finds direct effect of alcohol advertising on alcohol consumption. European Centre for Monitoring Alcohol Marketing website.