publication . Book . 2013

IPR Policy Brief - Would you 'like' a drink? Youth drinking cultures, social media and alcohol marketing online

Griffin, Christine; Lyons, Antonia;
Open Access English
  • Published: 01 Nov 2013
  • Publisher: University of Bath
  • Country: United Kingdom
Abstract
The high level of alcohol consumption amongst young people in countries with more liberal alcohol policies has been a focus of public health concern for some time. Many young adults regularly engage in heavy drinking episodes with groups of friends to ‘have fun’ and ‘be sociable’. More recently, this population has increased their use of new mobile and digital technologies (such as smartphones), and social networking Internet sites (such as Facebook and YouTube). Major alcohol companies are now investing heavily in online alcohol marketing. Up until now the impact of this strategy has been unclear.<br/><br/>This policy brief reports on recent and on-going resear...
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