Alcohol companies are using opaque digital marketing strategies that end up targeting problem drinkers on social media, according to new research.
A study by the University of Queensland (UQ) and the Foundation for Alcohol Research and Education (FARE) used a purpose-built mobile app to analyse the social media feeds of 10 Australians at risk of alcohol and gambling harm and addiction.
It found alcohol and gambling companies were sharing consumers’ personal data with Facebook to target these people with alcohol ads.
“Some of them were starting to see really concerning patterns,” said Nicholas Carah, the director of Digital Cultures and Societies at UQ.
“And I think that people who were high risk consumers were seeing really intense sequences of ads.”
Lorena Arango is trying to cut back on alcohol, but finds it difficult when she is targeted by advertising on her social feed. (Supplied: Lorena Arango)
Targets hitting home
It has made it hard for 31-year-old Lorena Arango to cut back on her drinking, which she felt had become excessive.
“I’ll be at home scrolling on my Facebook feed and suddenly out of nowhere it says ‘come to Felons, come to any social event’. It’s attractive to me and I then start drinking at the events,” she said.
Ms Arango also noticed that ads for her favourite alcohol brands, ones that she used to regularly shop for, would also pop up.
“The most that I am reminded of is XXXX, Canadian Club, and Bundaberg Rum.”
It is often embedded with merchandise she had expressed interest in, like the “ugly Christmas sweater from Canadian Club”, Ms Arango said.
“So in order to get those I end up buying the product and therefore drinking it.”
She said the model “works” and while she was now aware of it, others who may not be were very affected by it.
Building a ‘custom audience’
Dr Carah said the research added to the emerging evidence of how personal data was mined when people simply looked at or shopped on an alcohol retailer’s website.
Or even when they shopped at bricks and mortar stores, and used things like loyalty cards.
“Then they use that database by uploading it into a social media platform to create a thing they call a custom audience, which is basically a data set that says ‘here’s a bunch of people who’ve visited our website or who’ve bought our product. Can you find them in their Instagram feeds and Facebook feeds?'” he said.
Dr Carah said the majority of the alcohol sold was consumed by a small portion of drinkers, and the alcohol industry’s business model was all about targeting that small, at-risk group.
He said even when a person was trying to drink less “the model just keeps tuning into them”.
Targeted digital advertising can have a more profound effect on our consumer patterns than traditional advertising on TV or in newspapers, according to Simone Pettigrew, an expert in consumer psychology from the George Institute for Global Health.
“When you get exposed to advertising on social media platforms it’s embedded and it makes it much more difficult for the brain to tease out the ad from the content,” Professor Pettigrew said.
She calls it the “near exposure effect” when repetition works at a subconscious level “to increase positive attitudes towards products and to increase preferences and to increase sales”.
There are calls for changes to the way alcohol is marketed online. (ABC Western Plains: Catherine James)
FARE is calling for the federal government to better regulate alcohol advertising.
Its chief executive Caterina Giorgi said she wanted the Privacy Act to include protections for problem drinkers online.
“Data on things like alcohol use and whether someone has searched for help for alcohol treatment, particularly online, should be classified as sensitive health information,” Ms Georgi said.
“[It] should not be used to profile people and target them.”
Study flawed, says industry
The ABC has been told that a House of Representatives Committee Inquiry into alcohol and other drugs would look at the issue.
The Alcohol Beverages Advertising Code (ABAC) regulates alcohol related advertising, but it is governed by the alcohol industry and is voluntary.
In a statement an ABAC spokesperson said people could opt out of alcohol-related ads on social media and it had not come across instances of alcohol companies deliberately targeting their ad to problem drinkers on social media.
But the spokesperson also said that the interests of Facebook’s parent company Meta were very broad and were “not nuanced enough to identify problem drinkers so that they can then be specifically excluded from receiving an ad”.
The executive director of Alcohol Beverages Australia, Alistair Coe, which represents the alcohol industry, said ABAC was world-leading.
“There is an independent panel that implements standards in an independent way,” Mr Coe said.
He said the code also covered “digital advertising, which includes the content and placement of the ads”.
Mr Coe dismissed the study by UQ and FARE and said it was “subjective” and based on only 10 people.
A spokesperson for Endeavour Group, one of the biggest alcohol companies in Australia, said it rejected the premise that it targeted problem drinkers on social media.
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