Evidence map›Paper›PMID 40892636›Full record

ArticleDrug and alcohol review2025

Alcohol Promotion via User-Generated Content on Instagram and TikTok: A Content Analysis.

Alessandro Crocetti, Nichole Lister, Florentine Martino, Jennifer Browne, Kathryn Backholer, Peter Miller, Emma Jane Pristov, Matthew Dunn

Abstract read
PubMed Full text at PMC Publisher
In one paragraph

Article in Drug and alcohol review, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Cited by 5 papers.

0numbers the graph read from it
0cells of the map it votes in
5citing papers in PubMed
–field-weighted citation impact
1 · What the graph read from it

What it found

Each row is one number read from the abstract, on the scale the paper reported it, with its interval. Left of the dashed line favours the treatment, right favours the comparator. Under each row is the sentence it came from. New to these charts? A ten-minute tutorial.

The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.

2 · The registry

The trial behind it

Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.

Neither the registry nor the abstract names a trial number. If this is a trial report, that itself is worth knowing.

3 · Its place in the literature

Who cites it

5 citing papers in PubMed.

  1. When Risk Is Invisible: Alcohol-Cancer Communication on Social Media.Alcohol, clinical & experimental research · 2026
    Article
  2. Article
  3. Article
  4. Article
  5. Article
4 · The record

Corrections and comments

PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.

5 · Who and what money

Authors and funding

8 authors.

Alessandro CrocettiInstitute for Health Transformation, Global Centre for Preventive Health and Nutrition, School of Health and Social Development, Faculty of Health, Deakin University, Geelong, Australia.
Nichole ListerInstitute for Health Transformation, Global Centre for Preventive Health and Nutrition, School of Health and Social Development, Faculty of Health, Deakin University, Geelong, Australia.
Florentine MartinoInstitute for Health Transformation, Global Centre for Preventive Health and Nutrition, School of Health and Social Development, Faculty of Health, Deakin University, Geelong, Australia.
Jennifer BrowneInstitute for Health Transformation, Global Centre for Preventive Health and Nutrition, School of Health and Social Development, Faculty of Health, Deakin University, Geelong, Australia.
Kathryn BackholerInstitute for Health Transformation, Global Centre for Preventive Health and Nutrition, School of Health and Social Development, Faculty of Health, Deakin University, Geelong, Australia.
Peter MillerSchool of Psychology, Deakin University, Geelong, Australia.ORCID 0000-0002-6896-5437
Emma Jane PristovVictorian Health Promotion Foundation, Melbourne, Australia.
Matthew DunnInstitute for Health Transformation, School of Health and Social Development, Faculty of Health, Deakin University, Melbourne, Australia.ORCID 0000-0003-4615-5078

Funding

VicHealth
6 · The paper itself

Abstract

introductionAlcohol-related user-generated content (UGC)-created by influencers and peers-appears to play a central role in shaping young people's alcohol-related attitudes and behaviours. However, the nature and extent to which UGC facilitates the promotion of alcohol remains under-examined. There is limited evidence on how alcohol companies utilise social media platforms to engage users and incentivise the promotion of their brands and products. Therefore, this study aimed to examine the nature and extent of alcohol promotion via UGC on Instagram and TikTok posts.

methodsThis content analysis examined 1848 public user-generated Instagram (n = 1148) and TikTok (n = 700) posts, focusing on major alcohol tags and hashtags over a 7-year period. Posts were systematically coded for account type, sentiment, product placement and indicators of marketing (e.g., sponsorship or undisclosed marketing).

resultsOf the posts analysed, 37% originated from influencers accounts. Five percent were identified as sponsored content, while 10% showed characteristics of undisclosed marketing. Half featured alcohol as the main focus, with 64% including branded products. Most posts (78%) expressed pro-brand sentiment, 53% showed positive drinking experiences and 20% portrayed camaraderie. Only 2% contained anti-brand sentiment or depicted negative consequences of alcohol consumption. DISCUSSION AND

conclusionsThe disparity between disclosed (5%) and suspected undisclosed promotional content (10%) highlights transparency and regulatory issues. UGC predominantly carried a celebratory tone, reinforcing a pro-alcohol narrative that influences young users' attitudes towards drinking. Stronger regulatory frameworks, independent monitoring and content transparency tools are urgently needed to mitigate young people's exposure to covert alcohol promotion.

Indexed as

Alcohol DrinkingAlcoholic BeveragesMarketingSocial MediaAdolescentHumansYoung Adultalcohol drinkingsocial interactionsocial mediayoung people

Identifiers

PMID40892636
PMCPMC12581932

What OpenQuestion holds

Textmetadata
LicenceCC BY-NC-ND
Read underepoch 390

Registered trials

None linked

Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the OpenQuestion graph.