InSight, 19 August 2024
For example, research shows that most alcohol-related posts on social media, including up to 75% of posts on Facebook, and around 54–79% of tweets, promoted drinking in a positive context (eg, showing the rewarding nature of it). This was confirmed by a recent systematic review, finding that 92% of alcohol-related posts were positive. Our work on Twitter also found that posts about alcohol-related consequences were common and more likely to be positive.
Evidence suggests that exposure to alcohol on social media is associated with drinking behaviours. A recent review found that exposure to alcohol content is associated with greater current and future alcohol consumption among youth and young adults. In our qualitative research, Australian adults aiming to reduce their drinking reported that exposure to online alcohol depictions was also related to increased craving and temptation to drink, and an increased intent to purchase alcohol.
Underage audiences are also subjected to alcohol marketing on social media. A sample of nearly 20% of underage participants reported that they regularly saw alcohol advertisements on social media. One study found that for the young Australians (aged 17–24) who were exposed to alcohol advertisements on Facebook or Instagram, an advertisement occurred on average every 2 minutes and 43 seconds.
Participants in our research have called for increased legislation and regulation of alcohol marketing and exposure online. One policy option for the Australian parliamentary inquiry to consider is to ban alcohol-related marketing on social media, similar to smoking and tobacco laws in Australia.
Unfortunately, policy change can be slow and a ban on all alcohol marketing on social media would still leave a lot of user-generated social media posts that include alcohol, which is extremely difficult to regulate. This is important, as one review showed that it was user-generated posts that were most likely responsible for spreading substance use content on social media. User-generated content may also be more likely to influence beliefs and behaviours about substance use, particularly when you are seeing a friend’s alcohol posts.