Published on-line in the journal Alcoholic beverages and Alcoholism.

The participants watched the movies and commercials in a comfortable ‘home cinema’ occur the laboratory, in friendship pairs, and with access to a fridge containing both non-alcoholic and alcoholic beverages. The researchers aimed to replicate the conditions under which people view TV at home with friends. Over the period of one hour, those that were exposed to alcohol in both film and commercial drank typically almost three 200 ml bottles of alcohol, while those who watched the neutral advertisements and the ‘non-alcoholic’ film drank an average of 1.5 bottles of alcohol. The most alcohol anyone drank was four bottles, and minimal amount drunk was none. Rutger Engels, professor in developmental psychopathology at the Behavioural Technology Institute, Radboud University Nijmegen , said: ‘This is actually the first experimental research to show a direct impact of exposure to alcohol portrayals on TV on viewers’ instant drinking behaviour.However, influenza virus infection itself posed a major risk; among women that are pregnant who received a scientific diagnosis of influenza, the risk of fetal death nearly doubled. Vaccination appeared to provide some protection against surplus fetal mortality through the pandemic. A strength of the study was the usage of nationwide registries with mandatory reporting of dates of events, combined with high vaccination protection relatively. Because of the organization of health care in Norway, almost all consultations for influenza symptoms are in primary crisis or care outpatient configurations, for which doctors are reimbursed by the national government.