The side effects of full alcohol advertising ban in Lithuania: does non-alcoholic alcohol advertising matter?

Abstract

[...]. Alcohol advertising exposure is a risk factor for earlier alcohol initiation and higher alcohol consumption. Furthermore, engagement in digital alcohol marketing, such as liking or sharing an ad on social media, is associated with increased alcohol consumption and binge or hazardous drinking behavior. • In light of these challenges, in 2018 Lithuania has enacted a total prohibition on alcohol advertising, including social media. • This study monitored the two most popular social media networks, Facebook and Instagram, to determine compliance with current legislation. • In total, 64 Facebook and 51 Instagram profiles were examined. • During the 60-day study period, 1442 and 749 posts on the selected Facebook and Instagram profiles, respectively, were published. [...]. Conclusions • The study demonstrates high compliance with Lithuania’s total alcohol advertising ban on social media and emphasizes the importance of adequately monitoring the growing prominence of influencers on social media. • Influencers were responsible for nearly half (45.5 percent) of all observed alcohol related Instagram posts. • The advertising of non-alcoholic beverages may be a growing problem if it becomes more popular among young people – a reduced entry gate to getting used to tastes?