How influencers are promoting alcohol on TikTok and Instagram

Embargoed until: Publicly released: 2025-09-03 03:00

Australia; VIC

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Influencers are pushing alcohol promotion on Instagram and TikTok, according to Aussie researchers, who say only 2% of posts on the social media platforms using major alcohol tags and hashtags contained anti-brand sentiments or depicted negative consequences of alcohol consumption. The researchers analysed 1848 public posts on Instagram and TikTok, focusing on major alcohol tags and hashtags over a 7-year period. They found that 37% of posts originated from influencer accounts, while only 5% were identified as sponsored content and 10% appeared to be undisclosed marketing. Half of the posts featured alcohol as the main focus and 64% included branded products. 78% expressed pro-brand sentiment, 53% showed positive drinking experiences, and 20% showed camaraderie. The team suggest that the gap between disclosed and undisclosed sponsored content highlights transparency and regulatory issues, and that stronger regulatory frameworks, independent monitoring and content transparency tools are urgently needed to mitigate young people's exposure to covert alcohol promotion.