Surreal image symbolizing alcohol advertising's influence on teens.

Under the Influence: How Alcohol Advertising Targets Teens and Fuels Consumption

Elliot Brynn in Health & Wellness August 2025 • 4 min read.

"Uncover the tactics alcohol companies use to reach young people, and the real-world impact on teen drinking habits."

The allure of alcohol advertising is everywhere, subtly weaving its way into the lives of young people. In South Africa, like many other regions, this is a growing concern, especially among high school students. This article explores the deep-seated impact of alcohol advertising on adolescents, focusing on a study conducted in selected high schools in the Eastern Cape Province, South Africa.

For years, governments and health organizations have battled the rising tide of alcohol consumption among the youth. Advertisers often portray drinking as a normal, consequence-free activity. The reality, however, is far more complex. Alcohol marketing frequently employs techniques that resonate with young audiences, such as celebrity endorsements and sexual imagery. These tactics normalize alcohol consumption, associating it with positive experiences and attractive lifestyles.

This exploration seeks to highlight how these advertising strategies impact adolescents' lives, examining if alcohol advertising truly complicates the landscape of underage drinking. Adolescents are a crucial segment of any nation’s population, forming the foundation of tomorrow's workforce. Understanding the influences on their choices is vital for fostering a healthy and productive future.

The Psychological Hooks: How Alcohol Ads Target Young Minds

Surreal image symbolizing alcohol advertising's influence on teens.

Alcohol marketing is meticulously crafted to mirror and amplify youth culture. It's not just about selling a product; it’s about selling a lifestyle, an identity. Market segmentation ensures that significant advertising efforts are concentrated where young people are most likely to see them.

The danger lies in the normalization of drinking. Youths often drink with the intention of becoming intoxicated, viewing it as a form of recreation. Despite the risks, many young people don’t classify themselves as binge drinkers, even when their consumption levels qualify them as such.

Normalization of Behavior: Alcohol consumption is portrayed as a normal part of social life, diminishing the perception of its potential harm.
Aspirational Identity: Ads link alcohol brands with desirable lifestyles, associating them with success, attractiveness, and social acceptance.
Celebrity Influence: Endorsements from celebrities and role models create a sense of aspiration and the desire to emulate their behavior.
Peer Acceptance: Advertising often showcases group drinking scenarios, implying that alcohol is essential for social bonding and acceptance.

Research indicates a strong link between exposure to alcohol advertising and increased intentions to drink among young people. This exposure not only increases the likelihood of drinking but also enhances positive views on drinking, shaping their attitudes from a young age. By subtly shaping perceptions, alcohol advertising directly influences drinking behaviors, acting as a catalyst for both the initiation and reinforcement of alcohol consumption. This is achieved by directly targeting specific age groups, impacting the economy, society, and public policies.

Safeguarding Our Youth: A Call to Action

Findings from the study underscore the critical need for stricter regulations and greater awareness. Alcohol advertising not only influences consumption but also normalizes risky behaviors, especially in the absence of parental guidance and positive role models. It's essential for policymakers and education departments to ensure that environments frequented by young people, such as schools, are isolated from alcohol-related influences. This includes restricting the proximity of alcohol vendors and limiting the visibility of alcohol advertising.

About this Article -

This article was crafted using a human-AI hybrid and collaborative approach. AI assisted our team with initial drafting, research insights, identifying key questions, and image generation. Our human editors guided topic selection, defined the angle, structured the content, ensured factual accuracy and relevance, refined the tone, and conducted thorough editing to deliver helpful, high-quality information.See our About page for more information.

Everything You Need To Know

How do alcohol companies target teenagers in their advertising?

Alcohol companies employ several tactics to target teenagers, including normalizing alcohol consumption by portraying it as a normal part of social life. They also create an aspirational identity by associating alcohol brands with desirable lifestyles, success, attractiveness, and social acceptance. Celebrity endorsements and showcasing group drinking scenarios to imply that alcohol is essential for social bonding and acceptance are other common methods. Market segmentation also plays a role, ensuring advertising efforts are concentrated where young people are most likely to see them.

What is the impact of celebrity endorsements in alcohol advertising on young people?

Celebrity endorsements in alcohol advertising can significantly influence young people by creating a sense of aspiration and the desire to emulate the behaviors of their role models. When celebrities endorse alcohol brands, it normalizes alcohol consumption and associates it with a desirable lifestyle. This can lead young people to view alcohol consumption more positively and increase their likelihood of trying or consuming alcohol.

How does alcohol advertising contribute to the normalization of risky behaviors among teenagers?

Alcohol advertising contributes to the normalization of risky behaviors among teenagers by portraying alcohol consumption as a normal, consequence-free activity, diminishing the perception of its potential harm. It also normalizes drinking with the intention of becoming intoxicated as a form of recreation. Without parental guidance and positive role models, this can lead to an increase in risky behaviors associated with alcohol consumption.

What actions can policymakers and education departments take to protect young people from the influence of alcohol advertising?

Policymakers and education departments can take several actions to protect young people from the influence of alcohol advertising. These include stricter regulations on alcohol advertising, particularly in environments frequented by young people, such as schools. They can restrict the proximity of alcohol vendors and limit the visibility of alcohol advertising. Additionally, they can implement educational programs to increase awareness of the risks associated with alcohol consumption and the tactics used in alcohol advertising.

In what ways can viewing drinking as a normal activity among youth impact the economy, society and public policies?

Normalizing drinking habits, especially among youth, can create complex, long-term challenges. Economically, increased alcohol consumption can lead to decreased productivity due to health issues and impaired performance. Societally, it can contribute to increased crime rates, domestic violence, and strain on healthcare systems. Therefore, public policies need to address these potential negative impacts through stricter regulations, increased funding for treatment and prevention programs, and comprehensive public awareness campaigns to promote responsible alcohol consumption.