“…This includes drug use (Norman, Grace, & Lloyd, 2014), smoking (van Hoof, Bekkers, & van Vuuren, 2014, sexual risk (Kletteke, Hallford, & Mellor, 2014), violence (Zonfrillo, Arbogast, & Fien, 2014), self-harm (Avery, Rae, Summit, & Kahn, 2016), and multiple health-risk behaviours (Moreno, Parks, & Richardson, 2007). One relationship which is frequently referenced is a link between user-created content and alcohol consumption in young people (Gupta, Pettigrew, Lam, & Tait, 2016;Moreno et al, 2016;Ridout 2016;Westgate, & Holliday, 2016). Such user-created alcohol promotion is important as, distinct from commercial marketing, it is not bound to adhere to regulations for responsible promotion (see Committee of Advertising Practitioners, 2015, for guidelines in the UK) and young people consider peer messages to be an influential and accurate reflection of offline behaviour (Atkinson, Ross, Begley, & Sumnall, 2014;Moreno et al, 2009).…”