Advertising alcohol has been linked to young people starting to drink at earlier ages as well as heavy episodic drinking (binge drinking)1-4 This is a concerning impact of alcohol adverting as young people are exposed to over $100 million of alcohol advertising each year through television, radio, billboards and increasingly via social media. Show
Ads specifically link appealing images of alcohol to good times, good feelings, friendship and success and when seen by young people can be dangerous as they may not have insight into the manipulations of advertising. 4-7 Facebook, Twitter, Instagram have provided alcohol companies with new ways to mass advertise to young people with little cost, regulation or effective mechanisms to confirm a user is over-age.1, 8,2, 9, 10 How is alcohol advertising regulated on social media?Alcohol advertising in Australia is self-regulatory and voluntary. This means alcohol companies themselves are in charge of making sure their own Advertising Code is not breached. The voluntary Advertising Code has ‘four key standards’ of responsible alcohol promotion:
Alcohol companies regularly breach these rules, with rarely any penalties or consequences.1, 2 The Foundation for Alcohol Research and Education (FARE) have discovered dozens of breaches to the alcohol industry’s voluntary advertising code on the Facebook pages of popular alcohol brands.12 Many of the Facebook content contained images of under 25-year-olds drinking, celebrated heavy episodic drinking, contained offensive language and implied alcohol is connected to social success, good moods and good times.12 This is problematic as celebrating heavy episodic drinking among young people has been linked to increases in alcohol consumption and alcohol-related problems.10, 13 How alcohol companies can reach people on social media
What can I do?Have a conversation with a young person in your lifeSupport your young person to be aware of how social media advertising may affect their behaviour or attitude towards drinking and call out the different ways that the alcohol industry may try to advertise to young people. For some general tips on talking to young please, go to: Talking to young people Having the conversation Reduce exposure of paid advertisementsYou can limit the amount of alcohol advertisements shown on a Facebook or Instagram account. See below:
Report inappropriate contentYou can report any post that you consider to be offensive or inappropriate, including any alcohol-related images, videos, or wording that meets the above criteria. See below the steps you can follow to report posts:
Make an official complaintIf you see an advertisement or promotion from an alcohol brand which you believe violates the advertising code, make an official complaint to the ABAC (Responsible Alcohol Marketing Code) and the Alcohol Advertising Review Board (AARB).
How does social media influence alcohol use?Research has shown that beliefs about others' alcohol consumption are strongly related to students' own drinking. Students who view their friends' alcohol-infused posts are likely to drink more themselves and to post more alcohol-related content, which, in turn, causes others in their network to do the same.
What are 3 factors that influence alcohol use?Additional factors that may influence alcohol use and addiction include:. a person's drinking history (a longer history of drinking can increase the risk of an AUD). the age at which a person begins drinking.. education.. participation in binge drinking.. experiencing high levels of stress.. How is alcohol used in media?' In television, most alcohol portrayals are in fictional programs. This allows brands and show writers to create worlds where alcohol consumption is associated with glamorous and affluent life-styles. In all of these media forms, the potentially negative consequences of alcohol consumption are not shown.
How does social media affect drug and alcohol use?Studies show that young adults communicate substance use related messages via popular social media platforms. Social media and drug use are now not only a negative influence but a means to talk about using addictive drugs.
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