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Exposure to Digital Alcohol Marketing and Alcohol Use: A Systematic Review.

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Engagement with digital alcohol marketing is linked to increased alcohol consumption and hazardous drinking. This highlights the need for stricter digital alcohol marketing regulations to protect public health.

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Area of Science:

  • Public Health
  • Digital Marketing
  • Alcohol Studies

Background:

  • Alcohol marketing extensively utilizes digital platforms like social media and websites.
  • Concerns exist regarding the impact of this pervasive digital marketing on public health.
  • A systematic review is crucial to understand the relationship between digital alcohol marketing and consumption patterns.

Purpose of the Study:

  • To systematically review existing research on the association between exposure to digital alcohol marketing and alcohol consumption.
  • To synthesize findings from diverse study designs, including randomized controlled trials and observational studies.
  • To evaluate the quality of evidence regarding digital alcohol marketing's influence on drinking behaviors.

Main Methods:

  • Conducted a systematic search of eight electronic databases for studies on alcohol and marketing up to February 14, 2017.
  • Included studies assessing exposure to digital alcohol marketing and its impact on consumption, attitudes, or intentions.
  • Excluded studies focusing solely on user-generated content from friends and family.

Main Results:

  • Twenty-five studies were included, comprising randomized controlled trials, cross-sectional, and cohort studies.
  • Consistent positive associations were found between active engagement with digital alcohol marketing and increased alcohol use.
  • The impact of passive exposure to digital alcohol advertising on consumption remains inconclusive.

Conclusions:

  • Engagement with digital alcohol marketing is positively associated with increased alcohol consumption and hazardous drinking behaviors.
  • Current self-regulatory codes by the alcohol industry are likely insufficient to protect vulnerable populations.
  • Governments should consider implementing digital alcohol marketing regulations based on the precautionary principle.