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Reading: Alcohol Social Media Activity Linked With Underage Drinking
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B&T > Marketing > Alcohol Social Media Activity Linked With Underage Drinking
Marketing

Alcohol Social Media Activity Linked With Underage Drinking

Staff Writers
Published on: 1st November 2016 at 11:07 AM
Staff Writers
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The kids are getting on the piss earlier, and alcohol marketing on social media is in part to blame, according to a new study presented at the APSAD Scientific Alcohol and Drugs Conference today.

The study spoke to Victorians aged 15-29 about their following of alcohol brands on social media, with ‘liking’ a page associated with earlier ages of alcohol consumption, riskier alcohol-related behaviour, and using illegal drugs.

Participants aged 15-17 were equally as likely as older participants to ‘like’ or ‘follow’ alcohol pages.

“Australian teens are clearly being reached and influenced by alcohol campaigns, despite current restrictions and regulations in place by advertising boards and social media platforms. We need to rethink our regulations and ensure this at risk group are protected from these campaigns,” said Dr Megan Lim, Head of Sexual Health and Young People Research, Burnet Institute.

“The results of this study are concerning. Social media campaigns to promote alcohol are reaching and engaging large numbers of underage teens, and are linked to riskier behaviour and drinking at a young age.

“There is a need to evaluate strategies used by social media moderators and alcohol regulation bodies to reduce the exposure to and potential impact of alcohol marketing pages on adolescents and young adults, and ensure these pages are not accessible to or targeting underage social media users.”

 

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Staff Writers represent B&T's team of award-winning reporters. Here, you'll find articles crafted with industry experience spanning over 50 years. Our team of specialists brings together a wealth of knowledge and a commitment to delivering insightful, topical, and breaking news. With a deep understanding of advertising and media, our Staff Writers are dedicated to providing industry-leading analysis and reporting, both shaping the conversation and setting the benchmark for excellence.

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