Theo Nash
Alcohol is prevalent in the media, with references and depictions of drinking appearing frequently on television, in films, and on social media platforms such as Facebook, Instagram, Snapchat, and Twitter. Research has found a correlation between exposure to alcohol in the media and increased alcohol consumption, particularly among adolescents and young adults. This raises concerns about the potential influence of the media on drinking behaviours, with studies suggesting that alcohol advertising and portrayals of drinking in the media may contribute to higher alcohol consumption and the normalisation of alcohol use among young people. While there are laws and guidelines for alcohol advertising, concerns persist about the effectiveness of age restrictions and the impact of alcohol-related content on social media platforms. With the rise of social media and changing media landscapes, understanding the influence of alcohol-related messages on viewers and developing effective prevention strategies remain ongoing challenges.
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What You'll Learn
Alcohol advertising on social media
Social media platforms such as TikTok, Facebook, Snapchat, and Instagram are used by teenagers and young adults, with Instagram and Snapchat favored by those aged 18 to 24. These platforms have provided alcohol companies with new and cheaper ways to promote their products to young people. Alcohol advertisements are not limited to paid ads but also include sponsored content, influencer marketing, and user-generated content.
The pervasiveness of alcohol advertising on social media is a concern due to its potential influence on young people's drinking behaviors. Studies have shown that exposure to alcohol-related posts on social media predicts increased alcohol consumption among young people. This is further reinforced by the positive social context often associated with alcohol in social media posts, with photos of social gatherings and holidays receiving more engagement. The interactive and shareable nature of social media content makes it easily accessible and influential to young audiences.
While there are laws and self-regulatory codes for alcohol advertising, these are not always effectively enforced. For example, a researcher from Texas A&M University created fake profiles of minors on Twitter and Instagram and received hundreds of alcohol advertisements, demonstrating the ineffectiveness of age restrictions. Additionally, alcohol companies regularly breach advertising codes with minimal consequences. The voluntary Advertising Code, for instance, includes provisions such as not targeting minors or encouraging excessive drinking, but these rules are often flouted.
To address these concerns, better advertising standards are needed, with some advocating for government-developed standards that represent the community's interests. Social media platforms also play a role in enforcing age restrictions and blocking underage users from accessing alcohol advertisements. While some platforms have tools for age screening, such as Twitter and Facebook, the onus is also on advertisers to comply with self-regulatory codes and target users above the legal drinking age.
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Alcohol consumption in TV shows
Television programming is replete with alcohol advertisements and depictions of drinking, which have been shown to increase alcohol consumption in viewers, particularly young people. A study by the University of Auckland found that alcohol was the most frequently depicted item among all food and beverage portrayals in prime-time TV programs, comprising 30% of the total. Product placement is a significant factor, with liquor companies paying TV shows to include their products for exposure. Reality TV has been criticised for normalising and glamorising alcohol consumption, making it seem appealing and relatable to impressionable teens and adolescents.
Research has consistently found a correlation between exposure to alcohol portrayals on TV and viewers' drinking behaviours. For example, a study by Radboud University Nijmegen showed that participants who watched a film featuring alcohol and drinking consumed more beer on average when given the option, compared to those who watched a film without such depictions. Correlational studies have also found that heavier television viewers among high school boys and 10-14-year-old adolescents drank more or had more positive beliefs about drinking.
Television is not the only medium through which young people are exposed to alcohol advertising. Alcohol companies in the US spend about $2 billion annually on advertising across television, magazines, and social media. While there are laws and guidelines for advertising alcohol due to its addictive nature, alcohol ads still appear on teens' social media feeds, and studies have shown that exposure to alcohol posts on platforms like Instagram, Snapchat, and Facebook predicts more alcohol consumption.
In recent years, there has been a rise in "sober-curious TV," with shows depicting the harmful consequences of alcohol use, such as addiction and recovery. These shows aim to portray honestly the challenges that excessive alcohol consumption can bring, moving away from the glamorisation and normalisation of alcohol use that has been prevalent in TV series and reality TV. However, while this trend is growing, reality TV shows and content on streaming platforms like Netflix still predominantly perpetuate harmful alcohol norms.
The inclusion of alcohol in TV programming and its subsequent influence on viewers' drinking behaviours is a complex issue. While some shows are attempting to educate viewers about the risks of alcohol abuse, the prevalence of alcohol in media, especially in sports programming and advertisements, continues to shape viewers' perceptions and behaviours. The impact is particularly pronounced on younger audiences, who are more susceptible to the influences of the media they consume.
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Alcohol advertising on TV
Alcohol advertising on television has been a topic of concern for many, especially regarding its influence on young people. Studies have found a correlation between television viewing and alcohol-related beliefs and behaviours. For example, Tucker (1985) found that high school boys who watched more television drank more than those who watched less. Similarly, Neuendorf (1985) reported that heavier television viewers aged 10-14 were more likely to associate drinking with happiness and sporting events. Robinson et al. (1998) also found that each additional hour of television viewing was associated with a 9% increased risk of initiating drinking among ninth-grade students.
Television is often identified as a medium through which young people are exposed to alcohol and its consumption. Sports broadcasting has been found to have the highest number of alcohol advertisements of any TV programming genre, with 95% of televised beer advertising expenditures going into sports programming. More than half of beer advertisements appear during sporting events, and more than a third appear during primetime, when a significant portion of the audience is underage. Alcohol advertising expenditures in the United States have been steadily rising, increasing by 37% between 1985 and 2000.
The pervasiveness of alcohol advertising on television has sparked concern among public health advocates, who call for stricter self-regulation or governmental regulation of television and alcohol advertising. While there are laws and codes, such as the Code of Advertising Standards developed by the Wine Institute, that govern alcohol advertising to prevent the depiction of underage drinking or marketing alcohol as a "rite of passage", the effectiveness of these regulations is questionable.
In addition to advertisements, the depiction of alcohol in television shows through product placement further contributes to its prevalence on TV. Liquor companies pay TV shows to include their products, and the association of alcohol with popular characters can influence viewers' drinking behaviours. For example, the popularity of Canadian Club Whiskey was attributed to its frequent appearance in a television show, and viewers began to emotionally associate the brand with the characters. Similarly, the rise in popularity of the Cosmopolitan cocktail was linked to its frequent appearance in the show "Sex and the City".
The influence of alcohol advertising on television, particularly on youth, is a complex issue that requires careful consideration and ongoing research to understand its full impact and develop effective strategies to mitigate potential harm.
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Alcohol consumption in films
Alcohol consumption is frequently portrayed in films, and this exposure can have a significant impact on viewers, especially adolescents. Research has shown that exposure to alcohol consumption in movies is associated with an increased likelihood of drinking initiation among young people, even those who are considered low-risk for alcohol use.
One study, involving 2346 adolescent non-drinkers from six European countries, found that exposure to movie alcohol consumption was a significant predictor of drinking initiation. The results indicated that for each additional 1000 occurrences of movie alcohol exposure, there was a higher relative risk for trying alcohol and binge drinking. This effect was particularly pronounced for more risky drinking patterns.
Another study by Primack et al. (2009) revealed that movie exposure was more strongly associated with alcohol use among adolescents younger than 17 years old. This highlights the importance of considering the timing of onset when examining the impact of alcohol portrayals in films. Additionally, the presence of friends while viewing movies with alcohol content seemed to enhance the media exposure effect, whereas watching with parents did not significantly influence drinking initiation.
The influence of alcohol portrayals in films adds to the broader concern about alcohol advertising and product placement in various media formats, including television, music videos, and social media. Studies have consistently found relationships between exposure to alcohol advertising and increased alcohol consumption among youth. For example, a study by Robinson et al. (1998) showed that each additional hour of television viewing was associated with a 9% increased risk of drinking initiation over an 18-month period. Similarly, the prevalence of alcohol advertising during sports programming and on social media platforms like Instagram, Snapchat, and Facebook has been linked to higher alcohol consumption among young people.
Overall, the media's portrayal of alcohol consumption, including in films, can have a significant impact on viewers, particularly adolescents. The relationship between exposure to alcohol content and drinking initiation underscores the need for further research and potential regulatory measures to mitigate these effects.
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Alcohol advertising in magazines
Alcohol companies in the US spend about $2 billion annually on advertising, with magazines being one of the mediums used to reach potential consumers. Magazine advertisements are particularly effective due to their longevity and potential for multiple views as magazines are passed from one reader to another. This is in contrast to television and online advertisements, which may be more fleeting.
Research has shown that magazine advertisements have a greater influence on people's self-reported perceived favorability of the advertised brands, increasing their purchase intentions. For example, a study of Australian youths aged 12 to 17 years found a correlation between exposure to magazine advertising and both drinking status and drinking frequency. Another study of eighth graders in South Dakota revealed that exposure to beer advertising in magazines was associated with increased awareness and recall of beer advertisements, leading to more frequent drinking over time.
Furthermore, certain magazines cater to specific demographics, providing advertisers with targeted platforms. For instance, Sports Illustrated attracts a high concentration of young male readers, while In Touch and Life & Style magazines have a predominantly young female readership. This allows advertisers to strategically place their alcohol promotions in publications likely to be read by their target audience, increasing the effectiveness of their campaigns.
While there are voluntary guidelines in place for the alcohol industry regarding magazine advertisements, concerns remain about overexposure among youths. From 2001 to 2011, youth exposure to magazine alcohol advertising decreased by 62.9%, yet youths were still overexposed relative to adults on average 73% of the time. This highlights the ongoing challenge of regulating alcohol advertising in magazines to protect younger audiences from undue influence.
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Frequently asked questions
Television, radio, film, music, and social media are all sources through which young people learn about alcohol and are influenced to drink. Studies have shown that the more young people are exposed to alcohol in the media, the more likely they are to drink. Alcohol companies spend about $2 billion every year on advertising, and social media has become a key part of their strategy.
Alcohol companies are some of the most prolific creators of content on social media. They have shifted their advertising budgets to social networks such as Facebook, Twitter, Instagram, Snapchat, and YouTube. These platforms are used to promote offline events, interactive games, and sponsored events, as well as direct invitations to drink. Research has shown that exposure to alcohol-related messages on social media can influence people to drink more, and normalise daily alcohol use and binge drinking.
There are laws and guidelines for advertising alcohol, and groups for beer, wine, and spirits that ensure ads comply with codes. For example, advertisements cannot depict a child or portray cartoons, contain the name or depict Santa Claus, market drinking alcohol as a "rite of passage", or use models and actors under the age of 25. In addition, educational campaigns have been launched to convey health-related information about alcohol and the possible consequences of drinking. However, the effectiveness of these campaigns has been questioned, with some studies suggesting that mass media campaigns are most effective when combined with other reinforcing measures.
