Orange County, CA - November 23rd, 2018 - The First Amendment right is conflicted with societal concerns about promoting alcohol use to young adults. Alcohol advertising has long been controversial. Throughout the years, the controversy has developed temporary bans on television advertising and changes in how companies present their alcohol, such as the message “drink responsibly.” With hundreds of corporate-sponsored alcohol ads on social media sites, alcohol companies have expanded platforms to reach young consumers.
A new study found that alcohol advertisements on social media sites can encourage young adults to drink, especially if there are positive comments from other users."There is more information on social media than just a post or a message. We are exposed to how other users respond to a post, and it is those responses that can influence your desire to drink. Our findings suggest that comments left by other social media users may either reinforce or negate the message from a post," says Dr. Jonathan Noel, the study's lead author.
Researchers from Michigan State University gathered 120 young adults, ages 21 to 24, living in the United States. Each observed four online ads (actual ads posted on Facebook). Researchers then chose comments that appeared within the ads, which either, had pro-drinking or anti-drinking comments. The participants were asked if they thought the ad would increase their desire to drink, and whether they would “Like” or “Share” the ads they viewed.
The desire to drink was three and a half times higher after the individuals viewed the ad with pro-drinking comments with more likes and shares. The lowest desire was found after they were exposed to ads with anti-drinking comments with a high amount of likes and shares.
“It's fascinating really. Not only might these comments influence the desire to drink, but they also can increase the reach and virality of the original message," says Dr. Noel. Additionally, when comparing the two, ads with pro-drinking comments left participants more than twice as likely to say they would Like or Share the ad.The new study suggests that the industry needs to improve the voluntary self-regulatory system that governs its advertising, possibly by limiting or banning comments on social media advertising.
