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Social media disseminates advertising for alcohol brands through direct marketing activities, such as producer-posted commercials, paid product placements, and by encouraging social media users to interact with alcohol marketing through the “Like” and “Share” functions or by posting user-generated content (e.g., memes, challenge videos).
All digital marketing is enhanced by algorithms to optimize viewers’ exposure, engagement, and to increase their likelihood of making a purchase.
Digital alcohol marketing is harmful to young people, but most advertising guidelines are voluntary. Furthermore, the Federal Alcohol Administration Act does not require alcohol beverage advertisements to be approved prior to appearing in print, broadcast, or in digital form.
The purpose of this study is to have participants “capture” alcohol advertisements (take screen shots) that they see during their regular use of social media.
This research is supported by the Centers for Disease Control and Prevention of the U.S. Department of Health and Human Services (HHS) as part of a financial assistance award totaling $227,093.47. The contents are those of the authors and do not necessarily represent the official views of, nor an endorsement, by CDC/HHS, or the U.S. Government. Contract # 75D30123C18070
If you have questions about the study, please contact: alcoholdigitalmarketing@sph.cuny.edu