Exploiting motherhood: Do mummy drinking sites offer real support or are they mainly alcohol marketing?

Abstract

Even as women's roles have expanded substantially beyond traditional sex stereotypes, women are still commonly portrayed as uncomplaining caregivers, long‐suffering intimate partners and in control of family matters, all while maintaining a sexualised femininity. Nowhere are these stereotypes and expectations more apparent than for mothers. However, some social media are exploiting mothers by inappropriately offering alcohol consumption as a solution to the challenges of parenting. This is a very timely topic, given the impacts of COVID‐19 on family and home life, and potential for an increase in alcohol‐related problems and health harms. We address these issues and offer alternatives to alcohol consumption as an easy solution to countering challenges of parenthood.

The Influence of Social Media on Alcohol Consumption of Mothers of Children and Adolescents: A Scoping Review of the Literature

“…Overall, the seven included papers were published between 2020 and 2022. Five of the studies were conducted in the United States [ 9 , 21 , 22 , 23 , 24 ], and two were conducted in Canada [ 25 , 26 ]. All the papers investigated the influence of social media on the alcohol consumption of mothers (women).…”

“…All the papers investigated the influence of social media on the alcohol consumption of mothers (women). The studies either utilized a qualitative approach [ 9 , 22 , 23 , 24 , 26 ] or were published as commentaries/editorials [ 21 , 25 ].…”

“…Motherhood was described as a typical gendered role for women [ 25 ]. Impossible demands and unrealistic expectations associated with being a mother have women seeking alcohol consumption and participation in online communities to endure the pressures of motherhood [ 23 ].…”

“…Most of the included papers mentioned social support as an important aspect of the use of social media by mothers these days [ 9 , 21 , 22 , 24 , 25 , 26 ]. Women tend to seek social support online due to a lack of community connection and difficulties adjusting to their new role.…”

Commentary on Meier et al.: Gender disparities in the effects of alcohol pricing policies on consumption and harm reduction

“…The gap in alcohol consumption between men and women has narrowed in the last two decades, with binge-drinking and alcohol use disorder increasing more rapidly among middle-aged women [9][10][11]. UK national statistical data show that the proportions of men and women drinking riskily (men and women who exceeded 8 and 6 units of alcohol on their heaviest drinking day, respectively) were very similar in 2017, although men still drank more [12].…”