All night long: Social media marketing to young people by alcohol brands and venues

Conclusions and Implications Our research indicates that young people are relatively critical of the motives of alcohol companies in promoting their products as well as in their display of ‘responsible drinking’ messages. Our respondents identified stark differences between the images of glamorous and carefree alcohol consumption in some posts and the more likely outcome of drinking heavily. At the same time, social media activity played an important role in the experience of (often heavy) social drinking occasions. Participants used social media to actively seek out ‘cheap deals’ and plan destinations. Older participants were more likely to follow local venues on social media than major alcohol brands.  They did so not only to plan drinking occasions but, in some cases, to document them.  Images associating alcohol with social success, sexual attractiveness and intoxication were more common in marketing by venues than brands.  A majority of our respondents reported ‘following’ social media marketing by alcohol brands well under the age of 18, and a minority of under-18s also ‘followed’ venues despite being too young to enter such premises legally. This research highlights the complex role social media marketing plays in drinking cultures.  It also highlights the difficulties in regulating marketing activities, especially by local venues.  Whereas major brands are liable to have, or be signatories to, codes of conduct for marketing this is not the case fo...
Source: Alcohol Research UK - Category: Addiction Authors: Tags: Alcohol Insights Source Type: news