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Hazardous Alcohol Consumption Depicted in YouTube Videos: A Content Analysis
Carissa N Bartkowiak1, Larissa Dean1, Dalton King1
1Emergency Medicine, Michigan State University College of Human Medicine, Grand Rapids, USA.
Cureus
|June 11, 2026
Summary
Hazardous alcohol consumption methods are frequently shown on YouTube, with videos rarely offering accurate risk information. This content may negatively influence youth drinking norms and contribute to misinformation.
Area of Science:
- Public Health
- Media Studies
- Toxicology
Background:
- Social media platforms like YouTube enable widespread sharing of substance use behaviors and beliefs among adolescents and young adults.
- Documenting and disseminating substance use, including hazardous alcohol consumption, is prevalent on YouTube.
Purpose of the Study:
- To identify and describe hazardous alcohol consumption methods shown in popular YouTube videos.
- To characterize performer demographics, video engagement, and the quality and accuracy of alcohol-related information presented.
Main Methods:
- A retrospective content analysis of 278 YouTube videos identified via 48 search terms related to hazardous alcohol use.
- Videos were analyzed for consumption methods, participant characteristics, popularity metrics (views, likes), and information quality using Global Quality Score (GQS) and modified DISCERN scores.
- Scientific claims were assessed for accuracy by board-certified toxicologists.
Main Results:
- Fifteen distinct hazardous alcohol consumption methods were identified, including alcohol inhalation, enemas, and vodka eyeballing.
- Videos collectively garnered 75 million views and 5 million likes, featuring 722 participants (predominantly male, Caucasian, 21-25 years old).
- Information quality was very low (median GQS=1, median reliability=1), with 78.7% of scientific claims contradicting toxicology literature.
Conclusions:
- Hazardous alcohol use is highly visible on YouTube with minimal accurate risk information or harm-reduction messages.
- Low-quality, misleading content on these platforms may shape youth alcohol-related informational environments.
- YouTube presents opportunities for interventions addressing misinformation and hazardous drinking norms.
Keywords:
alcoholcontent analysishazardous alcohol consumptionhazardous effectssocial mediatoxicologyyoutubeMore Related Videos
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