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WASHINGTON: A study found that alcohol ads on social networks such as Facebook can encourage young adults to drink, especially if this content is followed by positive user feedback.
According to the study published in the Journal of Alcohol and Alcohol Studies, social media users who watch alcohol ads are also more likely to "like" or "share" an advertisement when it contains positive comments about alcohol. alcohol consumption.
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"There is more information on social media than just a message or message, we are exposed to the reaction of other users to a message and it is these responses that can affect your desire to drink," he said. Jonathan Noel, from the University of Connecticut in the United States.
"Our results suggest that comments left by other social media users can either reinforce or negate the message of a publication," Noel said.
With hundreds of company-sponsored alcohol ads on social media sites and millions of alcohol ad views on YouTube, liquor companies have expanded their platforms to reach younger consumers.
The study suggests that the sector needs to improve the voluntary self-regulatory system that governs its advertising, possibly by limiting or banning comments on social media advertising.
The research involved 120 young adults aged 21 to 24 living in the United States.
Each participant viewed four online ads posted on Facebook.
The researchers then selected some of the comments that would appear in the ads, that it's about pro-alcohol reviews associated with this online ad or anti-alcohol reviews.
Advertisements also varied depending on whether there was a high number of likes, shares, or comments.
After viewing each ad, participants were asked if they thought the ad would increase want to drink.
Participants also indicated whether they would like or share the viewed ad.
The lowest desire to drink was found after participants were exposed to advertisements containing anti-consumer comments, as well as high "user engagement" (ie tastes / actions / comments).
The desire to drink was 3.5 times higher after participants had seen an ad containing comments favorable to alcohol consumption and arousing strong user engagement.
In addition, compared to ads containing anti-drinking reviews, ads with favorable reviews of alcohol consumption left participants more than twice as likely to say that they would like or would share the announcement.
"It's really fascinating – these comments could not only influence the desire to drink, but they could also increase the reach and virality of the original message," Noel said.
Overall, however, this is not the number of mentions I like, the actions and comments that seemed to influence participants, but the type of comments, the researchers said.
"Heavy drinkers and alcohol addicts are perhaps the most likely to have the potential effects of favorable comments about drinking," the researchers write.
Advertisements, coupled with positive comments about alcohol consumption, can serve as clues to alcohol "and an increased desire to drink after exposure to clues." alcohol can predict a relapse after treatment for alcoholism ".
At present, alcohol advertisers have put in place a self-regulatory system aimed at limiting excessive use representations and attracting young people, among other restrictions.
According to the researchers, current results suggest that alcohol ads on social media should be limited or totally banned.
Another suggested possibility is that businesses use comment sections to promote messages about moderate and responsible consumption.
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