Addiction Center; June 16; 2026
; Author Jessica Sherer
A new longitudinal study published in the American Journal of Psychiatry suggests that adolescents who begin using social media earlier, and whose use increases more rapidly over time, are more likely to experiment with substances like alcohol, cannabis, and nicotine in later years.
Researchers caution that while early social media use does not guarantee a child will use substances later on, it appears to be a significant indicator of elevated risk.
The study analyzed data from 7,166 participants in the Adolescent Brain Cognitive Development Study. Researchers tracked social media use from ages 9 to 11 through adolescence and compared those patterns with later substance experimentation between ages 13 and 16. They found four distinct social media use trajectories, ranging from minimal use to early-onset, rapidly increasing use.
Adolescents in every increasing-use group were more likely to report experimentation with alcohol, cannabis, and nicotine than their peers who reported little or no social media use, with the highest and earliest use group having 14 times the odds of experimenting with tobacco and 17 times the odds of experimenting with cannabis.
This study comes amid growing concern about children’s social media use. In their 2023 Social Media Use and Mental Health Advisory, the Office of the Surgeon General found that nearly 40% of adolescents between ages 8-12 use social media despite platforms requiring users to be at least 13 years old. These findings underscore the need to address social media risks earlier in childhood. As social media becomes embedded in adolescent experiences, researchers say understanding its nfluence is increasingly important.
The Role Of Online Exposure
While the study does not prove that early social media use directly causes teen substance use, researchers point to several factors that may help explain the relationship. One concern is the unprecedented contact children have with online alcohol and tobacco marketing. Unlike previous forms of media, social media platforms can deliver targeted advertising and content directly into a user’s feed, blurring the distinction between entertainment and advertising.
Once you’re on social media platforms getting exposed to targeted marketing related to substances or just seeing social media posts that portray substance use in a positive light…they’re all reasons why adolescents may be more likely to experiment with substances.
Research from the AJPM Focus journal supports this, finding that exposure to alcohol marketing is a risk factor for underage drinking. The 2024 study found that more than half of the adolescents surveyed had been exposed to alcohol marketing, including through internet-based platforms. The researchers concluded that online alcohol advertising remains a substantial source of exposure among youth, raising concerns about its potential impact on underage drinking behaviors.
Additionally, the second factor is the way substance use is portrayed online. A 2023 systematic review of social media content found that alcohol, nicotine, and cannabis use are frequently depicted in positive or socially rewarding contexts. Substance-related content often emphasizes fun, relaxation, and social acceptance, while minimizing or ignoring potential health consequences. These portrayals can normalize substance use and shape adolescents’ perceptions of what behaviors are common or desirable.
Researchers note that adolescence is a developmental period during which peer approval and social belonging become particularly influential. As a result, repeated exposure to positive substance-related messaging can increase curiosity and experimentation, even among young people who might not otherwise seek out such content.
Risks To The Developing Brain
Experts emphasize that both social media use and substance use can affect the developing adolescent brain. The adolescent years are a time of rapid neurological growth, particularly in brain regions involved in decision-making, impulse control, and emotional regulation. According to the US Surgeon General’s 2023 advisory on youth mental health, adolescence is a uniquely sensitive time when experiences and environmental influences can have lasting effects on brain development.
Substance use during this stage can interfere with normal brain maturation. Research shows that substance-related risk factors are already present among nine- and 10-year-olds, highlighting the necessity of early prevention efforts. Alcohol, nicotine, and cannabis exposure during adolescence have been associated with changes in memory, focus, and learning, making early experimentation a significant public health concern. Excessive social media use has also been linked to sleep disruption and mental health challenges like anxiety and depression. Health experts stress that these risks do not mean social media is inherently harmful, but they emphasize the need for boundaries and supervision.
The Importance Of Early Intervention
Fortunately, researchers say parental involvement can help reduce many of these risks. The Surgeon General’s advisory recommends risk reduction methods like:
- Establishing age-appropriate limits on social media use
- Implementing technology-free times and spaces
- Monitoring social media use
- Maintaining open conversations about content seen on social media
Additionally, health experts advise parents to discuss substance use early, helping children understand both the health risks and the ways social media can present unrealistic or misleading portrayals. By doing this, parents can help their children stay grounded and informed regarding their social media use and their overall health and well-being.
Help Is Available
While the study highlights that early social media use and substance experimentation do not necessarily lead to long-term substance misuse, early intervention remains important. Parents who are concerned about their child and suspect substance misuse should know that a range of treatment and support options are available, including addiction counseling, family therapy, and teen substance use treatment programs. Visit our rehab directory or contact a treatment provider today to learn more.
Original article with links to therapy options