Young people’s exposure to alcohol ads on social media was found to have a direct link to their drinking behaviour.
Scientists from the University of Queensland (UQ), Australia, studied the connection between alcohol ads seen on social networks and how this affects young people’s drinking choices.
This research was led by Brandon (Hsu-Chen) Cheng, a Ph.D. candidate from the UQ’s Australian National Centre for Youth Substance Use Research. The group assessed over 19,000 people who were under 24 years of age, which were recorded in 30 international studies.
“Our study showed young people who were exposed to alcohol-related content on social networking sites consumed more alcohol and drank more frequently than those who did not.
“We also found exposure was linked with problem drinking behaviours, such as binge drinking, which is detrimental to physical and mental health.
“Social networking sites are not just promoting alcohol consumption, but also encouraging young people to engage in dangerous drinking behaviours.”
Professor Jason Connor, who is the Director of the Australian National Centre for Youth Substance Use Research, thinks the self-regulation policies of most social media are ineffective and preventative measures are needed to help deal with this problem.
“Most social media sites are self-regulated, but this has proven to be ineffective, and it can make enforcing restrictions challenging.
“For example, the minimum required age to use social media platforms is rarely confirmed by the sites or it can vary.
“Preventive measures, like tightening regulations and educating young people and their parents, can help discourage underage teenagers and young adults from engaging in high-risk drinking behaviours.”
Why Is Social Media to Blame?
Problem drinking linked to seeing alcohol on social media is a complex issue with several aspects to take into consideration.Alcohol advertising
Alcohol companies often use social media for advertising and promotions. These ads can target specific demographics, making it more likely that individuals vulnerable to problematic drinking behaviours will be exposed to them. This targeted advertising can encourage consumption.A stress and coping mechanism
Many people use social media as a way to cope with stress or to escape from reality. When stressors accumulate, some may turn to alcohol as a means of self-medication. This is more likely to happen if they see others on social media doing the same.Peer pressure and normalization
Social media can expose individuals to images and posts that glamorize excessive drinking. When people see their peers or influencers consuming alcohol regularly and appearing to have a great time, it can normalize problematic drinking behaviours and lead individuals to think that it’s a socially acceptable way to cope with stress or have fun.Social comparison and FOMO
The fear of missing out (FOMO) is a psychological phenomenon heightened by social media. People who see others having what appears to be a great time while drinking may feel pressured to join in, leading to excessive drinking.Validation and feedback loop
When individuals post about their drinking experiences on social media and receive positive feedback or likes, it can reinforce the behaviour. This can create a feedback loop where people drink more to seek continued validation and social approval.Cyberbullying and mental health
Negative experiences on social media, such as cyberbullying or feelings of inadequacy triggered by comparisons with others, can contribute to mental health issues. People may then turn to alcohol as a way to self-medicate their emotional distress.Accessibility of information
Social media makes it easier for people to access information about different types of alcohol, recipes for cocktails, and methods for consuming alcohol. This information can be used to engage in excessive drinking practices.Social isolation
The isolation that some people experience due to excessive use of social media can lead to feelings of loneliness and depression. This, in turn, can be a factor in excessive alcohol consumption as a coping mechanism.Do Alcohol Companies Really Target Young People on Social Media?
Yes, according to the Alcohol and Drug Foundation (ADF), Australia. They state that those companies use young people’s data to make their online alcohol ads more personalised and targeted, which are only visible to the user.For example, the Foundation for Alcohol Research and Education (FARE) found that 93 percent of 16- to 17-year-olds have seen ads for alcohol on social media.
They include sponsored ads, collecting personal data of people who look up alcohol content, engaging fans through questions and polls, paying social media influencers to post photos or videos of themselves with alcoholic drinks, and more.
How Can You Help?
To address the issue of problem drinking linked to social media, it’s essential 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 help individuals to make informed choices regarding their alcohol consumption and overall well-being.
Additionally, Australians can make an official complaint against an ad or promotion of alcohol if they think it violates the advertising code to the ABAC (Responsible Alcohol Marketing Code) and the Alcohol Advertising Review Board (AARB).
