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Key findings

  • Drinking venues posted on social media more frequently than alcohol brands during the research period.
  • 18-25 year olds were more likely to follow venues on social media than brands.
  • Venue-level social media was used to both plan and document drinking occasions.
  • Venue-level content included cheap offers, promotional events, and images of customers as marketing.
  • Less than 2% of posts by brands, and no posts by venues, included messages to ‘drink responsibly’.
  • Alcohol brands were more popular on social media among younger (including underage) participants, and less popular among older participants.