@article{ref1,
title="#Cheers: an examination of user-generated alcohol advertising on Instagram",
journal="Substance use and misuse",
year="2023",
author="Thompson, Kara and DeWolf, Darien and MacDonald-Spracklin, Rachael and Frank, Delaney and Cooper, Stephanie",
volume="ePub",
number="ePub",
pages="ePub-ePub",
abstract="BACKGROUND: Alcohol marketing is a known risk factor for youth drinking. The growth in digital marketing has generated a new form of alcohol advertisement in which brands solicit and/or share consumer-generated or user-generated content. <br><br>OBJECTIVES: The current study investigates the prevalence of UGC alcohol advertising on social media and examines the content of UGC advertising to determine potential violations of current regulatory guidelines. <br><br>RESULTS: The Instagram accounts of 20 Nova Scotia breweries were monitored for the month of July 2021. User-generated content made up a substantial portion (41%) of all Instagram stories (n = 1531), and there were 321 violations of the Canadian Radio-television and Telecommunications Commission code for broadcast advertising of alcoholic beverage. Ten percent of violations encouraged consumption, 59% depicted irresponsible use, 14% appealed to youth, 14% associated alcohol with activities requiring a degree of skill or care, 2.5% associated alcohol with social or personal success. <br><br>CONCLUSIONS/Importance: These findings indicate that UGC is a commonly used marketing strategy among alcohol producers and the current self-regulatory system is insufficient in preventing advertising that appeals to youth and exacerbates a culture of immoderate consumption.<p /> <p>Language: en</p>",
language="en",
issn="1082-6084",
doi="10.1080/10826084.2022.2151826",
url="http://dx.doi.org/10.1080/10826084.2022.2151826"
}