Social networking sites have been found to not only promote alcohol consumption but also encourage dangerous drinking behaviors in young people. A study conducted by scientists from the University of Queensland (UQ) in Australia examined the connection between alcohol advertisements on social media and its impact on the drinking choices of young individuals. Led by Ph.D. candidate Brandon (Hsu-Chen) Cheng, the research analyzed over 19,000 people under the age of 24 across 30 international studies. The findings revealed that exposure to alcohol-related content on social networks led to increased alcohol consumption and more frequent drinking among young people. The study also highlighted a link between exposure to such content and problem drinking behaviors like binge drinking, which can have adverse effects on physical and mental health.
Professor Jason Connor, Director of the Australian National Centre for Youth Substance Use Research, believes that the self-regulation policies of most social media platforms are ineffective in addressing this issue. He emphasized the need for stricter regulations on alcohol-related media on social networking sites and the importance of educating young people and their parents about the risks associated with underage drinking.
The study was published in the online journal Addiction and identified several factors contributing to problem drinking associated with alcohol advertisements on social media. These factors include targeted advertising by alcohol companies to vulnerable demographics, the use of social media as a coping mechanism for stress or escapism, the normalization and glamorization of excessive drinking through social media posts, the fear of missing out (FOMO) leading to excessive drinking, the validation and feedback loop created by receiving positive feedback on alcohol-related posts, the impact of cyberbullying and mental health issues on alcohol consumption, the accessibility of information on alcohol consumption through social media, and the social isolation experienced by excessive social media use leading to alcohol use as a coping mechanism.
The Alcohol and Drug Foundation (ADF) in Australia has highlighted that alcohol companies do, in fact, target young people on social media by using their data to personalize and target online alcohol ads. While alcohol advertising in Australia is predominantly self-regulated, the ADF states that many companies do not strictly enforce measures to protect underage individuals from alcohol advertisements. For example, the Foundation for Alcohol Research and Education (FARE) found that 93 percent of 16- to 17-year-olds in Australia have seen alcohol ads on social media. The ADF lists various ways in which alcohol companies use social media for advertising purposes, including sponsored ads, collecting personal data, engaging fans through questions and polls, paying social media influencers to promote alcoholic drinks in their posts, and more.
To address the issue of problem drinking linked to social media, it is crucial to promote responsible social media use, raise awareness about the potential negative impacts, and encourage open conversations about mental health and alcohol consumption. Education and support systems can also play a vital role in helping individuals make informed choices regarding their alcohol consumption and overall well-being. In Australia, individuals can make official complaints against alcohol advertisements or promotions that violate advertising codes to the ABAC (Responsible Alcohol Marketing Code) and the Alcohol Advertising Review Board (AARB).