‘Liking’ booze on social media linked to ‘risky’ drinking

Young people who interact with alcohol brands on social media are twice as likely to drink at risky levels than those who do not, according to a new Australian study.

One in four Australians aged 15-29 years ‘like’ or ‘follow’ alcohol marketing pages on social media

The research, undertaken by the Burnet Institute’s Centre for Population Health, found that one in four Australians aged 15-29 years ‘liked’ or ‘followed’ alcohol marketing pages on social media – most commonly spirits, cider and alcohol retailers.

Of the 1,001 Australians who completed the cross-sectional online survey, those who came under this parameter were twice as likely to report “risky” alcohol consumption – defined as often consuming more than five drinks in a single session.

They were also more likely to be male, live outside a major city and have started drinking at a younger age.

Additionally, underage participants (aged 15-17) were found to be “as likely” as older participants to report liking these pages.

Summing up the study, researchers stated: “There is a need to develop strategies to reduce the exposure to, and potential impact of, alcohol marketing social media pages on young Australians, and ensure these pages are neither accessible to nor targeting underage social media users.”

In September, a study revealed that YouTube music videos promoting alcohol and using sexual imagery are likely to influence youths to binge drink and abuse alcohol.