Online marketing for alcohol home delivery and alcohol purchasing behaviour: A mixed-methods study

Alcohol home delivery is associated with increased alcohol consumption, with online marketing (including advertisements and promotions) potentially driving increased online purchases. This study aimed to understand consumers' exposure to online advertising and promotions for alcohol home delivery and its association with alcohol purchase patterns.

Both quantitative (Study 1) and qualitative (Study 2) data were collected. Study 1 sampled 702 adult (≥18 years) Australian high-risk drinkers (AUDIT-10 score ≥8) to examine associations between purchase modality (in-store only, occasional online, and predominantly online) and exposure to, and influence of, online alcohol advertising. Study 2 collected screen recordings of online alcohol purchases from 30 Australian adult drinkers (15 low-risk and 15 high-risk drinkers), with a follow-up interview.

Study 1 participants in both online purchase groups had higher odds of reporting exposure to online alcohol advertising compared to those who purchase in-store only, with predominant purchasers also more likely to see advertising daily compared to the two other groups. App notifications and virtual cart reminders were more likely to prompt predominant purchasers to complete their alcohol purchase compared to occasional purchasers. Study 2 found frequent appearance of in-platform, time-sensitive promotions, such as limited time discounts. Participants reported promotions influenced their purchasing behaviour to take advantage of special pricing. Participants also reported general exposure to online alcohol marketing sometimes leads them to make a purchase.

These findings show current marketing strategies encourage drinkers to purchase more alcohol. Strengthened policy initiatives are needed to help reduce alcohol-related harms due to marketing practices.