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August 30, 2026Journal of Epidemiology and Global HealthOpen Access

Associations Between Digital Alcohol Marketing and Alcohol-related Behaviours: A Systematic Review of Quantitative Studies

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Authors

STSandra Tricas‐SaurasVFVania FilipovaGLGorazd Levičnik

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Overview

Systematic review finds digital alcohol marketing increases drinking frequency and intentions across diverse audiences, highlighting the protective potential of digital health warnings.

Key Points

  • Synthesize recent quantitative research assessing the relationship between digital alcohol marketing exposure or engagement and alcohol-related behaviors, while evaluating the impact of user-generated content and health warnings.
  • Followed PRISMA guidelines across eight electronic databases (PubMed, Web of Science, Scopus, JSTOR, PsycINFO, Medline, Taylor & Francis Online, ScienceDirect) for quantitative studies published from 2017 to late 2024.
  • Included 18 quantitative studies (10 cross-sectional, 7 experimental, 1 longitudinal) assessing marketing exposure, engagement, user-generated messaging, or health warning labels against alcohol-related beliefs, intentions, and behaviors.
  • All 14 studies (100% of assessed exposure/engagement studies; 77.8% of total) reported positive associations between digital alcohol marketing exposure (n=6) or engagement (n=8) and increased drinking frequency and intentions.
  • Among the 6 studies evaluating countermeasures and user interaction, pro-drinking user-generated content amplified ad persuasiveness and normative influence, whereas health warnings significantly dampened marketing effects on consumption and attitudes.

Cite This Study

Tricas‐Sauras et al. (2026) studied this question.

synapsesocial.com/papers/6a93f00a6c1a8fb52e79c15chttps://doi.org/10.1007/s44197-026-00629-5
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