Inhibitory control in response to alcohol-promoting commercials in individuals with alcohol use disorder

Alcohol use disorder (AUD) is characterized by impaired inhibitory control, which plays a role in the continued consumption of alcohol and relapse despite harmful consequences. External environmental cues, such as alcohol-related advertisements, can aggravate cravings and influence drinking behavior; however, their impact on cognitive processes, including inhibitory control, remains unclear. This study investigated the effect of alcohol-related digital video commercials on inhibitory control in individuals with AUD. A total of 20 participants with AUD and 20 healthy control (HC) watched alcohol and neutral commercials while performing a cognitive task that measured inhibitory control. Consequently, drinking desire or the interference effects on inhibitory control induced by alcohol commercials showed no significant differences between the two groups. However, when the AUD group was subdivided by severity, the severe AUD subgroup exhibited significantly greater interference from alcohol-related commercials than the HC group. These results suggest that individuals with severe AUD may be particularly susceptible to alcohol-related cues presented in digital video commercials, highlighting that such advertisements potentially exacerbate their condition. Continued research using ecologically valid, real-world stimuli is essential to refine interventions aimed at reducing cue reactivity and improving treatment outcomes for individuals with AUD.