Teens often see alcohol posts from brands and influencers, study finds

Teenagers are regularly encountering alcohol-related posts on social media, including content produced by alcohol companies and influencers, according to a study published in Alcohol: Clinical and Experimental Research. The findings add detail to concerns about youth exposure to alcohol marketing and media, which the Research Society on Alcohol said has been linked to teen drinking.

The study followed 300 high school-age participants, ages 15 to 19, from across the United States. Researchers prompted them multiple times a day for nine weeks to report whether they had seen alcohol-related content, where they saw it, how they responded to it, who appeared to have created or posted it, and whether they felt positively or negatively about it.

Instagram accounted for the largest share of alcohol-related content the teens reported seeing, at about one-third of the total, according to the study. TikTok followed at about 20%, with YouTube and Snapchat also among the platforms where participants reported exposure.

The researchers found that the source of alcohol content differed across platforms. Up to 40% of the alcohol-related content viewed by teens came from influencers, while up to 50% was created by the alcohol industry, according to the Research Society on Alcohol.

Participants reported heavy use of social media overall. Music platforms, Instagram and TikTok were the most widely used, with more than 80% of participants saying they spent at least an hour a day on each, according to the study.

Despite frequent social media use, teens reported limited interaction with alcohol-related posts. When they did engage, the study said, it was usually through low-effort responses such as a like or an emoji rather than sharing or commenting.

The study also found that teens’ reactions to alcohol content were not uniform. Their positive or negative feelings about posts varied by platform, as did the frequency of exposure and the kind of accounts responsible for the content.

The Research Society on Alcohol said the study is the first to measure adolescents’ real-world exposure and reactions to alcohol content across a broad range of media platforms. Its method captured reports during daily life rather than relying only on a single survey or laboratory setting.

The group said repeated exposure to alcohol content throughout the day over long periods may affect beliefs and behavior around drinking. It also said influencer posts may have a distinct effect because teens may see influencers as relatable or credible.

The authors said the findings could help researchers design prevention efforts that reflect where teens actually see alcohol content and how they respond to it. The study, titled “Characterizing in vivo exposure to alcohol content in the media: Media platform, engagement, and associations with attitudes,” was published in 2026 in Alcohol: Clinical and Experimental Research.

This story draws on original reporting from Medical Xpress.