Objective:
Alcohol marketing has proliferated on digital media, such as websites, social
media, and apps. A systematic review was conducted to examine studies of
associations between exposure to digital alcohol marketing and alcohol
consumption.
Method:
Eight electronic databases were searched for “alcohol” and
“marketing” through 14 February 2017. Studies were included if
exposure to digital alcohol marketing and alcohol consumption, or related
attitudes and intentions, were assessed. Studies were excluded if they only
measured exposure to alcohol depictions posted online by family and friends.
Study quality was also assessed.
Results:
In all, 25 studies were included, including 2 randomized controlled trials,
15 cross-sectional studies, and 8 prospective cohort studies. There was a
consistent finding across studies that participation and engagement with
digital alcohol marketing—such as clicking on an alcohol ad, visiting
an alcohol-branded website, liking or sharing an ad on social media, or
downloading alcohol-branded content—was positively associated with
alcohol use. The effects of simple exposure to digital alcohol advertising
were inconclusive. Proper blinding of subjects, measuring exposures before
the outcomes, and measuring the exposures multiple times would improve study
quality.
Conclusions:
Although more research is needed, existing studies suggest that engagement
with digital alcohol marketing is positively associated with increased
alcohol consumption and increased binge or hazardous drinking behavior.
Governments should consider implementing digital alcohol marketing
regulations under the precautionary principle as the alcohol
industry’s self-regulated marketing codes are likely ineffective at
protecting populations vulnerable to alcohol-related harm.