Children and young people are being saturated by online alcohol advertising
Balance has raised serious concerns following a major new study revealing that more than one in three young people aged 11 and over report being exposed to alcohol-related online promotions from companies and influencers.
The survey, carried out by YouGov on behalf of Cancer Research UK, gathered responses from over 4,000 children and young people aged 11 to 21 across the UK. Findings show that the scale of unhealthy product marketing is making these products appear more appealing, while social media is increasingly steering young people away from healthy choices.
In response, Balance is supporting Cancer Research UK’s calls urging the Government to strengthen monitoring and enforcement of legislation, and to restrict paid advertising of unhealthy products online. More than half of young people surveyed supported the idea that alcohol companies should make their social media accounts private.
Susan Taylor, Head of Alcohol Policy for Balance, says: “This is an alarming trend that is happening largely out of sight of parents. As a mum myself, I find it deeply concerning.
“With no questions asked, alcohol companies can push paid adverts and branded content directly into our homes and onto children’s phones without permission. Alcohol consumption is being normalised, with brands competing for visibility in front of underage audiences and the result is encouraging our children to drink. The study also highlights how easy it is for young people to bypass age restrictions, with virtually no checks on ID.
“If a product is too harmful to be sold to children, then it should not be promoted to them. Stronger restrictions on alcohol marketing are urgently needed to protect young people.”
Karen Slater, a mum from Ponteland, who has lived experience of alcohol dependency says: “This is just another example of how the industry targets the most vulnerable in our society. Young minds are easily influenced and these tactics portray a life of luxury and success which is very different from the reality of the harm caused by alcohol.
Alcohol marketing is just relentless – children and young people are some of the most vulnerable people in our society – we have a duty to protect them. We need to change our attitude towards alcohol and view it more like the way we view tobacco – a highly addictive and toxic substance that causes cancer, damages people’s health and robs families of their loved ones.”
Research has also found that:
- 63% of 8–11-year-olds already have at least one social media account.
- This rises to 92% of 12–15-year-olds and 95% of 16–17-year-olds.
- 11% of 11–17-year-olds admitted to setting their profile age to 18+, leaving them exposed to adult-targeted advertising and content.
Balance’s What’s the Harm campaign has been running this summer aimed at giving families information about the risks of young people and alcohol. Evidence is clear that alcohol use during childhood can harm developing bodies and brains, worsen feelings of low mood or depression and open the door to heavier drinking as adults. Evidence from the 2023 Smoking, Drinking and Drug Use survey found that 1 in 5 (19%) of 15 year olds nationally reported they had been drunk in the last month.
Balance has launched its Blueprint to Reduce Alcohol Harm which is calling for urgent national action to tackle the significant impact of alcohol on health, social care, crime, disorder, workplaces, and the economy, with 82% of North East adults considering alcohol to be a problem both regionally and nationally.