People are more likely to turn to alcohol while watching TV if they see drinking being portrayed in films or adverts, a study suggests.
The research, led by a team from Radboud University in the Netherlands, monitored the behaviour of 80 young people while they watched television.
Researchers found those who saw lots of alcohol references drank twice as much as those that did not.
Campaigners said there needed to be more restrictions on advertising.
The team split the 80 18 to 29-year-olds into four groups, the Alcohol and Alcoholism journal reported.
The first group watched the film American Pie, a film laden with alcohol references, and saw commercials advertising alcohol.
 |  Unfortunately, alcohol advertising and promotion on film and television usually present drinking as positive social ritual, while leaving out the potential harm that drinking can cause  Don Shenker, of Alcohol Concern |
The third saw the film 40 Days and 40 Nights, during which alcohol is portrayed much less than in American Pie, but did see adverts for alcohol.
The final group watched 40 Days and 40 Nights and no adverts for alcohol.
During the viewing, which was done in pairs, the participants had access to a fridge containing both beer, small bottles of wine and soft drinks.
Those who watched American Pie and the alcohol adverts drank nearly three bottles of alcohol, compared to 1.5 for those who watched 40 Days and 40 nights and no adverts for alcohol.
Lead researcher Rutger Engels said: "Our study clearly shows that alcohol portrayals in films and advertisements not only affects people's attitudes and norms on drinking in society, but it might work as a cue that affects craving and subsequent drinking." Read more..
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