In this blog post, I will address young people’s exposure to alcohol marketing in audiovisual media. My observations are based on a study called CIPPAL-ADAM, which is a comparative research project comprising results from six European countries. Drawing on a systematic literature review, qualitative interviews, and a national survey, the study offers a comprehensive look at how alcohol marketing reaches youth aged 15 to 21, and how it may influence their attitudes and behaviours.
A changing landscape of alcohol consumption
Finland has seen a steady decline in overall alcohol consumption, particularly among young people. However, the decline in consumption has been accompanied by growing polarisation: while many young people drink less or not at all, others continue to engage in high-risk drinking. Recent policy changes that have expanded alcohol availability may also be slowing the overall downward trend.
While many young people drink less or not at all, others continue to engage in high-risk drinking.
Finland’s alcohol marketing regulations are among the strictest in Europe. Advertising is prohibited from targeting minors, and there are bans on alcohol ads in public spaces, cinemas, and during certain hours on television and radio. Marketing on social media is also regulated: alcohol brands cannot use consumer-generated content or encourage users to share advertisements.
Despite these measures, the study found that young people, including minors, are still widely exposed to alcohol marketing - especially online.
Widespread exposure in audiovisual media
The survey revealed that 90% of respondents had encountered alcohol-related content in audiovisual media in the past 30 days. Online exposure was particularly high: 75% had seen positive portrayals of alcohol online, and 80% had encountered alcohol-related content within their social networks. Influencers, peers, and alcohol brands were the most common sources of this content.
Alcohol marketing was perceived as impactful, attractive and persuasive.
Qualitative interviews confirmed these findings. Participants described frequent exposure to both Finnish and international alcohol-related content, often without clear distinctions between advertising and user-generated material. This blurring of boundaries makes it difficult for young people to critically assess what they are seeing. Alcohol marketing was as perceived impactful, attractive and persuasive, particularly when it appeared in the context of social media. Content shared by peers or influencers was seen as especially influential.
Despite – or perhaps because of - widespread exposure, many young people expressed strong support for regulatory measures, particularly those aimed at reducing exposure on social media. While participants were generally aware of existing regulations, they felt that enforcement, especially online, was lacking.
Implications for policy and prevention
While Finland’s regulatory framework is strong, the findings suggest that enforcement needs to be strengthened, particularly in digital environments where much of the exposure occurs.
While alcohol advertising in public places is prohibited, should social media platforms be considered equally public, albeit digital, spaces?
As alcohol marketing techniques continue to evolve, especially in the digital sphere, ongoing research and responsive regulation will be essential tools in preventing alcohol-related harm among young people. The question remains as to whether it is even possible to effectively enforce alcohol marketing regulations on social media. While alcohol advertising in public places is prohibited, should social media platforms be considered equally public, albeit digital, spaces?
To end with a positive notion, the study offers a hopeful message: young people are not passive recipients of marketing messages. Many are critically engaged, aware of the risks, and supportive of measures to protect their peers. Their voices should be heard in shaping future alcohol policy.