The alcoholic drinks industry should restrict or ban comments on social media advertising, academics have argued after discovering pro-drinking comments can increase young adults' desire to drink.
[caption id="attachment_705996" align="aligncenter" width="650"] The study found that pro-drinking comments shared on social media encouraged pro-drinking attitudes[/caption]
According to the study, published in the Journal of Studies on Alcohol and Drugs, social media users are also more likely to 'like' or 'share' an advert with pro-drinking comments.
However, researchers found that it wasn't the number of likes, shares, and comments that appeared to influence the participants, but the type of comments that is, for or against alcohol.
Their desire to drink was 3.5 times higher after viewing an ad with pro-drinking comments plus high user engagement.