Associations Between Digital Alcohol Marketing and Alcohol-related Behaviours: A Systematic Review of Quantitative Studies.
5 affiliations
- 1Université Libre de Bruxelles, Brussels, Belgium.
- 2Technological University Dublin, School of Marketing & Entrepreneurship, Dublin, Ireland. [email protected].
- 3National Institute of Public Health, Ljubljana, Slovenia.
- 4European Centre for Monitoring Alcohol Marketing, Utrecht, Netherlands.
- 5Norwegian Policy Network on Alcohol and Drugs, Oslo, Norway.
Abstract
Background
Digital alcohol marketing has evolved rapidly with the growth of social media. Modern digital environments are driven by user-generated content UGC relating to peer-to-peer sharing, liking, and commenting on alcohol brands, which blurs the line between commercial promotion and authentic social interaction. This systematic review synthesises recent research on the association between digital alcohol marketing and alcohol-related outcomes, while examining the dual roles of UGC and health warnings as empirical countermeasures.Methods
Following PRISMA guidelines, eight electronic databases (PubMed, Web of Science, Scopus, JSTOR, PsycINFO, Medline, Taylor & Francis Online, ScienceDirect) were systematically searched for quantitative studies published between 2017 and late 2024. Studies were included if they investigated exposure to, and/or engagement with, alcohol marketing in digital contexts, as were studies which examined the role of user-generated messaging and health warnings in alcohol ads. Eligible outcomes were alcohol-related beliefs, attitudes, intentions, and behaviours.Results
Eighteen quantitative studies met inclusion criteria (10 cross-sectional, 7 experimental, 1 longitudinal). Positive associations with alcohol-related outcomes were reported across all 14 studies (77.8%) assessing exposure to (33.3%, n = 6) and/or engagement with (44.4%, n = 8) digital alcohol marketing, leading to increased drinking frequency and drinking intentions. Across the 6 studies (33.3%) examining UGC and health warnings (with 2 experimental studies overlapping with engagement), emerging evidence demonstrates that while pro-drinking UGC increases ad persuasiveness and normative influence, health warnings lessen the effects of digital alcohol marketing on attitudes and consumption.Conclusions
Quantitative evidence demonstrates a consistent link between digital alcohol marketing and alcohol-related behaviours across exposure and engagement dimensions. Alcohol control policies must address digital marketing channels, regulate user-generated promotions, and mandate prominent health warnings across online environments. Although positive associations between digital marketing and alcohol-related outcomes predominate, evidence regarding optimal warning designs and platform-specific effects remains limited. Furthermore, the literature remains dominated by US-based research, with a critical shortage of studies conducted in European settings or among older adult populations.
Related
- Associations of school food environment characteristics (availability, pricing, and marketing) with adolescents’ dietary intake and anthropometric outcomes
- Digital health technologies and measurable management outcomes in primary care: A systematic review, descriptive quantitative synthesis, and temporal sensitivity analysis
- Unhealthy Digital Marketing Among Aboriginal People in Australia: Findings From the #DigitalMob Pilot Study.
- Background to the Intention to Photo-Post Food on Instagram: Potential Implications for Digital Food Marketing and Promotion of Healthy Eating
- Parental Feeding Practices, Child Eating Behaviours, and Their Association with Metabolic Control in Children with Type 1 Diabetes: A Systematic Review
BibTeX
@article{tricassauras2026associations,
title = {{Associations Between Digital Alcohol Marketing and Alcohol-related Behaviours: A Systematic Review of Quantitative Studies.}},
author = {Sandra Tricas-Sauras and Vania Filipova and Gorazd Levičnik and Giulia Ferrarese and Wim van Dalen and Nils Garnes and Sandra Radoš Krnel},
journal = {Journal of epidemiology and global health},
year = {2026},
month = aug,
doi = {10.1007/s44197-026-00629-5},
url = {https://europepmc.org/article/MED/43007514},
note = {CC BY-NC-ND},
}
RIS
TY - JOUR
TI - Associations Between Digital Alcohol Marketing and Alcohol-related Behaviours: A Systematic Review of Quantitative Studies.
AU - Sandra Tricas-Sauras
AU - Vania Filipova
AU - Gorazd Levičnik
AU - Giulia Ferrarese
AU - Wim van Dalen
AU - Nils Garnes
AU - Sandra Radoš Krnel
PY - 2026
DA - 2026/08/28
JO - Journal of epidemiology and global health
DO - 10.1007/s44197-026-00629-5
UR - https://europepmc.org/article/MED/43007514
AB - Background Digital alcohol marketing has evolved rapidly with the growth of social media. Modern digital environments are driven by user-generated content UGC relating to peer-to-peer sharing, liking, and commenting on alcohol brands, which blurs the line between commercial promotion and authentic social interaction. This systematic review synthesises recent research on the association between digital alcohol marketing and alcohol-related outcomes, while examining the dual roles of UGC and health warnings as empirical countermeasures.Methods Following PRISMA guidelines, eight electronic databases (PubMed, Web of Science, Scopus, JSTOR, PsycINFO, Medline, Taylor & Francis Online, ScienceDirect) were systematically searched for quantitative studies published between 2017 and late 2024. Studies were included if they investigated exposure to, and/or engagement with, alcohol marketing in digital contexts, as were studies which examined the role of user-generated messaging and health warnings in alcohol ads. Eligible outcomes were alcohol-related beliefs, attitudes, intentions, and behaviours.Results Eighteen quantitative studies met inclusion criteria (10 cross-sectional, 7 experimental, 1 longitudinal). Positive associations with alcohol-related outcomes were reported across all 14 studies (77.8%) assessing exposure to (33.3%, n = 6) and/or engagement with (44.4%, n = 8) digital alcohol marketing, leading to increased drinking frequency and drinking intentions. Across the 6 studies (33.3%) examining UGC and health warnings (with 2 experimental studies overlapping with engagement), emerging evidence demonstrates that while pro-drinking UGC increases ad persuasiveness and normative influence, health warnings lessen the effects of digital alcohol marketing on attitudes and consumption.Conclusions Quantitative evidence demonstrates a consistent link between digital alcohol marketing and alcohol-related behaviours across exposure and engagement dimensions. Alcohol control policies must address digital marketing channels, regulate user-generated promotions, and mandate prominent health warnings across online environments. Although positive associations between digital marketing and alcohol-related outcomes predominate, evidence regarding optimal warning designs and platform-specific effects remains limited. Furthermore, the literature remains dominated by US-based research, with a critical shortage of studies conducted in European settings or among older adult populations.
SN - 2210-6006
SN - 2210-6014
ER -