Link to the report:

 

Key findings

*Drinking venues posted on social media more frequently than alcohol brands during the research period

*18-15 year olds were more likely to follow venues on social media than brands

*Venue-level social media was used to both plan and document drinking occasions

*Venue-level content included cheap offers, promotional events, and images of customers as marketing

*Less than 2% of posts by brands and no posts by venues, included messages to ‘drink responsibly’

*Alcohol brands were more popular on social media among younger (including underage) participants, and less popular among older participants.

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