Social media How Instagram and co. boost the desire for alcohol
Young adults are significantly more likely to develop a desire for alcohol when they see influencers drinking on social media. This is the result of a US study by researchers from the Rutgers School of Public Health and Harvard University.
24.02.2026, 06:43
SDA
In the study, participants reported an increased desire for alcohol 73 percent more often after watching such posts than people who watched comparable videos without reference to alcohol. The study was published in the journal "JAMA Pediatrics".
For the US experiment, 2,000 young adults between the ages of 18 and 24 were randomly assigned to two groups. Each saw 20 short Instagram posts from lifestyle influencers. While one group saw scenes of alcohol consumption or alcohol-related images, the feed of the comparison group contained similar everyday content from the same influencers - but without alcohol.
Subtle scenes instead of overt advertising
The researchers took daily social media use, previous alcohol consumption and previous contact with alcohol advertising into account in their analysis. The effect was particularly strong among people who rated the influencers as trustworthy and credible: they were more than five times as likely to report an increased desire to drink.
"None of the videos were overt alcohol advertisements," said study leader Jon-Patrick Allem from the Rutgers School of Public Health. They were subtle everyday scenes that users see when scrolling on platforms such as Instagram or Tiktok. The aim of the study was to show that the desire only arises after the content has been viewed.
More than just screen time
The experiment does not prove whether short-term cravings actually lead to alcohol consumption. Nevertheless, the study provides experimental evidence in a debate about the role of social media in the lives of young people. So far, research has focused heavily on screen time, Allem said - a measure that ignores the impact of the content viewed. "The online world has the ability to influence offline behavior," he emphasized.
However, the researchers see evidence that digital content can influence young people's behavior. Precisely because an earlier onset of alcohol consumption increases the risk of health problems later on, prevention should also focus more on social media.
