The level of underage alcohol consumption since 2010 has stayed the same or declined in 39 markets, according to research released this week.
Data from the International Alliance for Responsible Drinking’s (IARD) ‘2025 Report on Underage Drinking‘ showed reductions of underage drinking rates in around 40% of the 66 countries studied, including Australia, the US and Japan. Among boys, underage drinking decreased in 65% of the 63 markets with gender-specific data, while for girls, a decline was recorded in 43%.
The report flagged a healthy situation in the US, which has seen a significant fall in youth drinking; between 2011 and 2024, the proportion of American 15- to 16-year-olds that have drunk alcohol was down from 27% 14 years ago to 11% last year.
However, the not-for-profit organisation’s statistics from England, Wales and Scotland indicated a stabilisation in alcohol consumption amongst boys but increases amongst girls in all three markets. Between 2014 and 2022, England witnessed a 7% increase – from 46% to 53% – of 15-year-old girls who had consumed alcohol.
“This report shows real progress, with underage drinking declining or stabilising in nearly 60% of countries, including sharp drops in the US, Australia and Japan,” said CEO Julian Braithwaite. “IARD members have responded to the United Nations’ call by raising standards … , helping ensure alcohol marketing and sales reach only adults.”
Late last year, the 13 brand owner members of IARD set a new standard for compliance with digital marketing guidelines, according to the trade organisation.
