How social networks promote alcohol to young people

Encouragement to drink made by influencers, targeted algorithms, thousands of contents promoting alcohol… Social networks constitute a “new wild west” for the promotion of alcohol among young people, associations denounce.

Between June 2021 and January 2024, Addictions Francewhich carries out awareness and prevention actions for all types of addictions, has counted no less than 11,300 content of this type on networks such as Instagram and TikTok, issued by 802 alcohol brands and 483 influencers.

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Mc Fly and Carlito, Lenasituations… Brands that partner with influencers

The Mc Fly and Carlito duo is the perfect illustration of this. In a video published this Thursday, September 26, YouTubers explained to their subscribers that they were now going to stop publishing videos in which they drink alcohol, after a reminder of the law following the publication of a video in which they did a tasting with other personalities. “We put a little pressure on ourselves. This pressure is called French law,” Carlito said, referring to the Evin law.

To reach as many people as possible, famous alcohol brands often choose to partner with influencers, who accept commercial collaborations to promote their products. Like the influencer Lenasituations who regularly promotes alcohol through partnerships with her 4.6 million subscribers, points out the report.

“Beautiful and pleasant content, intrusive advertisements that we receive on our feed between two stories, selfies of influencers taken at sponsored parties… 25% of young people who have seen this type of content say they want to consume,” warns the report.

Ricard, Heineken, Aperol…

“The exposure of young people to alcohol on these networks is major,” warned the president of the association this Thursday, presenting the results of a report carried out with the help of the Avenir Santé association. On these platforms, which have grown enormously in recent years, brands can “push the boundaries of creativity to create attractive advertising concepts with a sophisticated aesthetic,” observes the report.

Among the most represented, we find Ricard, Heineken and Aperol, which offer attractive content by associating alcohol with themes such as conviviality, celebration, holidays, fashion… Another example, spotted by Addictions France: that of gin Bombay Sapphire, belonging to the Bacardi group. With 340 pieces of content identified in three years, the brand has become extremely visible among young people in a short time, underlines the association.

The Evin law today insufficient

According to a study by the School of Advanced Studies in Public Health carried out as part of the association’s project, 79% of 15-21 year olds see advertisements for alcohol every week on social networks. However, the Evin law, which regulates marketing and alcohol, is today insufficient, according to Addictions France.

Adopted in 1991 when social networks did not exist, the main objective of this law was to create an environment more favorable to health, particularly for young people. And the June 2023 law governing the activity of influencers was a missed opportunity, deplored Addictions France, by not prohibiting them from advertising in favor of alcohol. She simply reminded them that they must respect the Evin law.

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