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

Alcohol-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.

This 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).

Of 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.

The 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.