Each year the alcohol industry spends more than $100 million on alcohol advertising.
Given how extensive this is, young people (aged 12-24 years) often see many different forms of alcohol advertising (on tv, radio, billboards etc) – which can contribute to them taking up drinking, starting drinking at a much younger age, and engaging in risky drinking behaviours.
The popularity of social media (Facebook, Instagram, Twitter, YouTube, etc.) has also created a unique digital environment where young people can be influenced by alcohol related messages.
Alcohol brands (or 'big alcohol' companies) contribute to social media channels by using both direct (more obvious) and indirect (subtle) advertising techniques. This on-line content regularly breaches advertising laws and usually goes unchecked.
This mini bulletin written by ADF explores the following topics:
- alcohol advertising to young people through social media, why it is difficult to regulate, and why it can be harmful
- look at the different advertising techniques used by 'big alcohol' brands on social media, and how they can impact drinking behaviours – especially among young people
- consider what can be done by you and the young person in your life to reduce exposure to – and the impact of – these advertising practices.
Access the full report - Alcohol Advertising, Social Media and Young People.
Read the accompanying article - Alcohol ads on social media target teens and young people.
