Cheers
An Examination of User-Generated Alcohol Advertising on Instagram
Bibliographic Data
| ID | 21646085 |
|---|---|
| Authors | Kara Thompson (0000-0002-7441-0761, St. Francis Xavier University, Antigonish, Nova Scotia, Canada, corresponding author), Darien DeWolf (0000-0002-0450-6530, St. Francis Xavier University, Antigonish, Nova Scotia, Canada), Rachael MacDonald-Spracklin (0000-0002-2016-3232, St. Francis Xavier University, Antigonish, Nova Scotia, Canada), Delaney Frank (St. Francis Xavier University, Antigonish, Nova Scotia, Canada), Stephanie Cooper (0000-0002-7701-5038, St. Francis Xavier University, Antigonish, Nova Scotia, Canada) |
| Year | 2023 |
| Volume | 58 |
| Issue | 2 |
| Pages | 204-210 |
| Publication date | 2023-01-28 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Substance Use & Misuse (JOURNAL) |
| Journal identifiers | ISSN: 1082-6084 • E-ISSN: 1532-2491 |
| Publisher | Informa UK Limited (PUBLISHER • GB) |
| DOI | 10.1080/10826084.2022.2151826 |
| PMID | 36629435 |
| OpenAlex | W4315619279 |
| Language | EN |
| Citations received | 3 |
| References cited | 21 |
Background: Alcohol marketing is a known risk factor for youth drinking. The growth in digital marketing has generated a new form of alcohol advertisement in which brands solicit and/or share consumer-generated or user-generated content. Objectives: The current study investigates the prevalence of UGC alcohol advertising on social media and examines the content of UGC advertising to determine potential violations of current regulatory guidelines. Results: The Instagram accounts of 20 Nova Scotia breweries were monitored for the month of July 2021. User-generated content made up a substantial portion (41%) of all Instagram stories (n = 1531), and there were 321 violations of the Canadian Radio-television and Telecommunications Commission code for broadcast advertising of alcoholic beverage. Ten percent of violations encouraged consumption, 59% depicted irresponsible use, 14% appealed to youth, 14% associated alcohol with activities requiring a degree of skill or care, 2.5% associated alcohol with social or personal success. Conclusions/Importance: These findings indicate that UGC is a commonly used marketing strategy among alcohol producers and the current self-regulatory system is insufficient in preventing advertising that appeals to youth and exacerbates a culture of immoderate consumption
Advertising · Alcohol · Alcohol advertising · Alcohol consumption · Business · Commission · Digital advertising · Digital marketing · Environmental health · Nova scotia · Poison control · Political science · Social marketing · Social media · Social media marketing · Sociology · Human Factors and Ergonomics · Impact of Technology on Adolescents · Medicine · Psychology · Social Media in Health Education · Substance Abuse Treatment and Outcomes · Marketing
| Unique citing works | 3 |
|---|---|
| Citations per year | 3 |
| Citation span | 2025 - 2026 (2) |
| Citation velocity | current |
| Highly cited | No |
| Citation types | Neutral: 3 |