Awareness of, and participation with, user-created alcohol promotion, and the association with higher-risk drinking in young adults

Critchlow, Nathan; Moodie, Crawford; Bauld, Linda; Bonner, Adrian; Hastings, Gerard

doi:10.5817/cp2017-2-4

Cited by 6 publications

(6 citation statements)

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“…2015; Critchlow et al. 2017). As some drinking experience is a logical prerequisite for such content, it is possible that our conservative estimate is influenced by the varied drinking prevalence across adolescence ([PHE] Public Health England 2016).…”

Section: Discussionmentioning

confidence: 99%

“…The second method is through user-created promotion, defined as online content which promotes consumption independent of commercial influence or involvement (Critchlow et al. 2017). Although this definition covers a variety of content, ranging from online videos (Primack et al.…”

Section: Introductionmentioning

confidence: 99%

“…2016; Critchlow et al. 2017). Similar to commercial-led marketing, research has found that young people are aware of user-created promotion on social media, are willing to both participate with existing content and create their own, and that doing so is associated with increased consumption (Boyle et al.…”

Section: Introductionmentioning

confidence: 99%

“…2016; Thompson and Romo 2016; Critchlow et al. 2017). That user-created promotion also frequently features alcoholic products and brand iconography, thus providing free brand exposure (Primack et al.…”

Section: Introductionmentioning

confidence: 99%

“…2015; Critchlow et al. 2017). Further research is needed to understand participation by adolescents and what role (if any) it may play in shaping consumption.…”

Section: Introductionmentioning

confidence: 99%

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Participation with alcohol marketing and user-created promotion on social media, and the association with higher-risk alcohol consumption and brand identification among adolescents in the UK

Critchlow

MacKintosh

Hooper

et al. 2019

Addiction Research & Theory

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Aim: To explore participation with alcohol marketing (i.e. commenting on brand statuses) and user-created promotion on social media (i.e. photos of peers drinking) by young people in the United Kingdom (UK), and what association this has with higher-risk consumption and brand identification. Method: Online cross-sectional survey with 11–19-year olds in the UK ( n = 3,399) (average age: 15 years old). Past-month participation was measured for five forms of alcohol marketing on social media and one form of user-created promotion (all Yes/No). Past-month awareness of nine wider alcohol marketing activities, social media apps used at least weekly, and ownership of branded merchandise were included as covariates. Outcomes included higher-risk consumption in current drinkers (≥5 AUDIT-C) and brand identification in all respondents (8 pictures with brand names removed). Results: Over one-in-ten respondents (13.2%) had participated with at least one form of marketing on social media or participated with user-created promotion (12.2%). For both, participation was greater in current drinkers and those of legal purchasing age. A logistic regression found that participation with two or more forms of marketing on social media ( AOR = 1.96, p < .01) and participation with user-created promotion ( AOR = 3.46, p < .001) were associated with higher-risk drinking. Respondents, on average, identified 2.58 ( SD = 2.12) alcohol brands. A linear regression found participation with marketing on social media was not associated with brand identification ( β = 0.01, p = .42) but participation with user-created promotion was ( β = 0.05, p < .001). Conclusion: Social media provides opportunities for adolescents to participate with commercial marketing and user-created promotion and this is associated with higher-risk consumption and brand identification.

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Section: Discussionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

“…2015; Critchlow et al. 2017). Further research is needed to understand participation by adolescents and what role (if any) it may play in shaping consumption.…”

Section: Introductionmentioning

confidence: 99%

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Participation with alcohol marketing and user-created promotion on social media, and the association with higher-risk alcohol consumption and brand identification among adolescents in the UK

Critchlow

MacKintosh

Hooper

et al. 2019

Addiction Research & Theory

Self Cite

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The association between exposure to social media alcohol marketing and youth alcohol use behaviors in India and Australia

et al. 2018

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BackgroundAlcohol marketing on social networking sites (SNS) is associated with alcohol use among young people. Alcohol companies adapt their online marketing content to specific national contexts and responses to such content differ by national settings. However, there exists very little academic work comparing the association between alcohol marketing on SNS and alcohol use among young people in different national settings and across different SNS. Therefore, we aimed to extend the limited existing work by investigating and comparing the association between self-reported exposure to alcohol marketing on three leading SNS (Facebook, YouTube, and Twitter) and alcohol use among young people in diverse national contexts (India and Australia).MethodsCross-sectional, self-report data were obtained from a convenience sample of 631 respondents (330 in India; 301 in Australia) aged 13–25 years via online surveys. Respondents answered questions on their drinking behaviors and involvement with alcohol marketing on SNS.ResultsMany respondents from both countries reported interacting with alcohol content online, predominantly on Facebook, followed by YouTube and then Twitter. The interaction was primarily in the forms of posting/liking/sharing/commenting on items posted on alcohol companies’ social media accounts, viewing the event page/attending the event advertised by an alcohol company via social media, and/or accessing an alcohol website. Multivariate analyses demonstrated significant associations between respondents’ interaction with alcohol content and drinking levels, with effects differing by SNS, demographic group, and country. For example, having friends who shared alcohol-related content was an important predictor of usual alcohol consumption for Indian respondents (p < .001), whereas posting alcohol-related information themselves was a stronger predictor among Australians (p < .001).ConclusionsThe results suggest that interaction with alcohol-related content on SNS is associated with young people’s alcohol use behaviors and that these behaviors vary by national settings. This study extends previous work by demonstrating this connection across varying social media platforms and national contexts. The results highlight the need to formulate and implement strategies to effectively regulate the SNS alcohol marketing, especially among younger SNS users.

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Guégan,

Zenone,

Mialon

et al. 2024

BMC Public Health

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Background Despite widespread use of the short-video social media platform TikTok©, limited research investigates how alcohol is portrayed on the platform. Previous research suggests that a driver of alcohol content on TikTok©, in part, comes from bartenders demonstrating how to make drinks. This study aims to explore the characterizing patterns of how bartender influencers on TikTok© feature and incorporate alcohol in their videos. Methods We identified the global top 15 most followed bartenders on TikTok© in 2021 (cumulative 29.7 million subscribers) and the videos they posted in November and December 2021, the period just before Christmas and New Year, when alcohol tends to be more marketed than in other periods. The videos were coded based on five criteria: (1) the presence of alcohol or not; (2) alcohol categories; (3); alcohol brand(s) if visible; (4) the presence of candies and other sweet products; (5) presence of cues that refer to young people’s interests. Results In total, we identified 345 videos, which received 270,325,600 views in total, with an average of 18,021,707 views per video. Among these 345 videos, 92% (n = 317) displayed alcohol in their cocktail recipes (249,275,600 views, with an average of 786,358 views). The most common types of alcohol present in videos were liquor, vodka, rum, and whiskey, all of which are high-ABV beverages. 73% (n = 230) displayed or mentioned an alcohol brand. 17% (n = 55) associated alcohol with sweet products such as different types of candy (53,957,900 views, with an average of 981,053 views per video). 13% (n = 43) contained cues appealing to young people (e.g., cartoons, characters) (15,763,300 views, with an average of 366,588 views per video). Conclusions Our findings suggest a large presence of positively framed alcohol content posted by popular bartenders on TikTok©. As exposure to digital marketing is related to an increase in alcohol consumption, particularly among young people, regulations are needed to protect the public from alcohol-related harms.

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Awareness of, and participation with, user-created alcohol promotion, and the association with higher-risk drinking in young adults

Abstract: User-created alcohol promotion refers to the content distributed through new media which intends to

Cited by 6 publications

References 54 publications

Participation with alcohol marketing and user-created promotion on social media, and the association with higher-risk alcohol consumption and brand identification among adolescents in the UK

Participation with alcohol marketing and user-created promotion on social media, and the association with higher-risk alcohol consumption and brand identification among adolescents in the UK

The association between exposure to social media alcohol marketing and youth alcohol use behaviors in India and Australia

#Bartender: portrayals of popular alcohol influencer’s videos on TikTok©

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