On social media, we frequently encounter so-called “lifestyle” content where influencers present daily activities—such as preparing dinner—against a backdrop of alcohol consumption. At first glance, such visuals do not appear to be explicit advertisements and are perceived as an organic part of everyday life. However, results from a new randomized controlled trial confirm that these indirect cues have a significant psychological impact on individuals.
The study, published in the journal JAMA Pediatrics, is the first randomized trial to prove a direct link between social media content and the urge to drink. Researchers divided young adults aged 18 to 24 into two groups:
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The first group was shown influencer posts featuring alcohol (e.g., preparing dinner accompanied by wine).
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The second group was shown similar videos from the exact same influencers, but without alcohol (e.g., the couple drinking cocoa instead of wine).
The study results revealed that among those who viewed the alcohol-related content:
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The desire to drink immediately after watching the video was 73% higher.
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If the young adults trusted the specific influencer and perceived them as honest and knowledgeable, the urge to drink was five times stronger.
According to researchers, in the modern world, simply controlling “screen time” is no longer enough. What matters is the content itself, which normalizes, glamorizes, and presents alcohol consumption in a positive light. The online world has the power to change our behavior in real life.
While overall alcohol consumption in the U.S. is at a historic low, binge drinking remains a serious problem among those who do drink. Scientists are particularly emphasizing the link between alcohol and cancer risks. Any amount of alcohol increases the likelihood of developing cancers of the gastrointestinal tract, mouth, esophagus, and colon. Furthermore, the earlier an individual starts drinking, the higher the risk of alcohol-related problems in the future.
