A Content Analysis of Alcohol Marketing on Instagram: Examining Its Contribution to an Australian Aquatic Alcogenic Environment.

Gemma Crawford, Renee N Carey, Nicola D'Orazio, Jonine Jancey, Justine E Leavy

Abstract read

In one paragraph

Article in International journal of environmental research and public health, 2026. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.

0numbers the graph read from it

0cells of the map it votes in

0citing papers in PubMed

–field-weighted citation impact

1 · What the graph read from it

What it found

Each row is one number read from the abstract, on the scale the paper reported it, with its interval. Left of the dashed line favours the treatment, right favours the comparator. Under each row is the sentence it came from. New to these charts? A ten-minute tutorial.

The abstract states no effect estimate the extractor could read, or names no intervention and outcome on the map, so this paper lights no cell and moves no belief. It is still indexed, cited and linked below.

2 · The registry

The trial behind it

Trials whose registry record cites this paper, or whose number appears in the abstract. A trial that started after this paper was published is citing it as background, not reporting it.

Neither the registry nor the abstract names a trial number. If this is a trial report, that itself is worth knowing.

3 · Its place in the literature

Who cites it

0 citing papers in PubMed.

No citing paper in PubMed yet.

4 · The record

Corrections and comments

PubMed lists nothing against this paper. Absence here is not a guarantee, only a check that was made.

5 · Who and what money

Authors and funding

5 authors.

Gemma CrawfordCollaboration for Evidence, Research and Impact in Public Health, Curtin University, Perth, WA 6102, Australia.ORCID 0000-0002-4426-2833

Renee N CareyCollaboration for Evidence, Research and Impact in Public Health, Curtin University, Perth, WA 6102, Australia.ORCID 0000-0002-0152-5971

Nicola D'OrazioCollaboration for Evidence, Research and Impact in Public Health, Curtin University, Perth, WA 6102, Australia.ORCID 0000-0003-1220-0969

Jonine JanceyCollaboration for Evidence, Research and Impact in Public Health, Curtin University, Perth, WA 6102, Australia.ORCID 0000-0002-7894-2896

Justine E LeavyCollaboration for Evidence, Research and Impact in Public Health, Curtin University, Perth, WA 6102, Australia.ORCID 0000-0001-8747-0424

Funding

Heathway 34523

6 · The paper itself

Abstract

The alcohol industry uses social media platforms to normalise alcohol consumption in aquatic locations, which can lead to injury and drowning. This research investigated alcohol content posted on Instagram to determine marketing strategies and the extent to which aquatic locations and activities were featured. The Australian Instagram accounts of five alcohol brands were identified across beer, spirits, and cider. The 20 most recent posts were captured for analysis. Each image and caption were saved and coded to examine (1) 'What marketing characteristics are used by alcohol brands on Instagram?'; and (2) 'Which aquatic locations and activities featured in the posted Instagram content?'. Ninety-nine posts comprising 176 individual images were identified and analysed. Alcoholic beverages were shown in 53.4% of images. Aquatic locations were observed in 21.6% and aquatic activities in 17.0%. The use of aquatic locations and activities varied significantly by brand (

Indexed as

Alcoholic BeveragesMarketingSocial MediaAdvertisingAustraliaHumansadvertisingalcoholdrowninginjurysocial mediayoung people

Identifiers

PMID41752298

DOI10.3390/ijerph23020217

PMCPMC12940391

What Socratic holds

Textmetadata

LicenceCC BY

Read underepoch 390

Registered trials

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Read under generation 80e0d062 · epoch 390. Bibliography from PubMed, PubMed Central and OpenAlex; grants from NIH RePORTER; trial links from ClinicalTrials.gov; estimates, votes and beliefs from the Socratic graph.