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The causes of adolescent substance use are multifactorial, but the media can play a key role.

Tobacco and alcohol represent the 2 most significant drug threats to adolescents.

The American Academy of Pediatrics recommends a ban on all tobacco advertising in all media, limitations on alcohol advertising, avoiding exposure of young children to substance-related (tobacco, alcohol, prescription drugs, illegal drugs) content on television and in PG-13– and R-rated movies, incorporating the topic of advertising and media into all substance abuse–prevention programs, and implementing media education programs in the classroom.An analysis revealed that drugs were present in nearly half of 359 music videos—alcohol in 35%, tobacco in 10%, and illicit drugs in 13%.More than one-third of the drinking scenes are humorous, and negative consequences are shown in only 23%.Although parents, schools, and the federal government are trying to get children and teenagers to “just say no” to drugs, more than billion worth of cigarette, alcohol, and prescription drug advertising is effectively working to get them to “just say yes” to smoking, drinking, and other drugs.In addition, television programs and movies contain appreciable amounts of substance use.

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