German research published in the prestigious journal "JAMA Pediatrics" has shown that young adults are significantly more likely to feel a desire for alcohol after viewing content where influencers consume high-percentage alcoholic beverages. In the study, the experimental group reported a 73% increase in the desire to reach for a drink compared to the control group. Scientists are sounding the alarm about the potentially harmful influence of this type of material published on social media platforms such as Instagram or TikTok.
73% Increase in Desire
People watching influencers drinking alcohol reported a 73% greater desire to consume it than the control group.
Study in JAMA Pediatrics
The results come from a peer-reviewed study published in the recognized medical journal "JAMA Pediatrics".
Instagram and TikTok Platforms
The materials analyzed in the study came mainly from the Instagram and TikTok apps, popular among young people.
Expert Warning
Public health specialists warn about the potentially harmful influence of this type of content.
Scientists from Germany have established a statistically significant link between young adults watching content with influencers drinking alcohol and an increase in their desire to consume high-percentage alcoholic beverages. The study, whose results were published in the specialist periodical "JAMA Pediatrics", found that people who watched such material on social media platforms reported a 73% greater desire to reach for alcohol compared to those who saw similar videos without references to alcohol. The problem of media influence on health behaviors, including alcohol consumption, has been a subject of research for decades. As early as the 1970s and 80s, the link between alcohol advertising on television and youth attitudes was analyzed. With the emergence of social media and the phenomenon of influencer marketing in the first decade of the 21st century, questions about the effectiveness and ethics of such messages have taken on new significance.The study focused on people in the age group referred to as young adults, which is particularly susceptible to social influences and habit formation. Exposure to content included typical formats published by influencers, such as stories on Instagram or short videos on TikTok, depicting, for example, a glass of wine while cooking or a cocktail in a bar. This mechanism is based on behavior modeling by people perceived as authorities or role models. „These findings suggest that alcohol-related influencer content may represent a form of stealth marketing for alcoholic beverages to young adults.” — Researchers, JAMA Pediatrics Researchers emphasize that this influence can be particularly dangerous because the message is not labeled as advertising, and alcohol appears as a natural element of lifestyle and entertainment. This fact raises questions about the need to introduce regulations regarding the labeling of sponsored content containing products potentially harmful to health. Researchers point to the need for further analysis to assess whether the observed increase in desire translates into an actual increase in alcohol consumption in the long term.