French Addiction Advocacy Groups Report Alcohol Promotion to Youth on Social Media
A French addiction prevention nonprofit reported that social media algorithms on Instagram and TikTok are extensively promoting alcohol to youth, with 11,300 alcohol-related promotional posts documented from 2021–2024, raising concerns about regulatory gaps and underage exposure.
What happened
Addictions France released a report on 26 September 2024 documenting 11,300 alcohol promotion contents on Instagram and TikTok posted by nearly 500 influencers between June 2021 and January 2024, covering 800 brands.
The report states that alcohol brands including Ricard, Heineken and Aperol Spritz create attractive promotional content associating alcohol with conviviality, parties, holidays and fashion, while influencers including Lenasituations (with 4.6 million followers) regularly promote alcohol to their audiences.
Reported impact
The report describes TikTok and Instagram as unregulated zones for alcohol promotion, with 8 out of 10 young people reportedly exposed to alcohol advertisements on social media.
Addictions France called the situation a 'new Wild West' where brands use targeted algorithms to reach youth, and characterized the documented figure as an underestimation of the true scale.
Index analysis
Social media platforms benefit from regulatory exceptions compared to television and other media where alcohol advertising is banned or restricted in France.
Brands exploit social media algorithms and influencer partnerships to target youth with attractive promotional content that normalizes alcohol consumption.
Governance controls
Addictions France called for stricter regulation of alcohol advertising on social media platforms.
Classification
Sources and evidence
This record was researched and written by the Index, based on the following original reporting.