Alcohol Marketing in the Era of Digital Media Platforms

Objective: Digital media platforms like Facebook and Instagram play a significant role in the marketing of alcohol, connecting producers consumers novel ways. Alcohol marketers have proven to be innovative experimenters with participatory data processing power these platforms. The aim this article is (a) scope how digital advertising are typically understood operationalized public health literature (b) develop conceptual framework for investigating alcohol on by identifying new specific platform affordances that should inform further research area. Method: This review drawing literature, conceptualizations communication instructive examples from industry sources. Results: identifies five key challenges poses regulatory self-regulatory frameworks, which so far not been sufficiently considered literature. Conclusions: suggests addition assessing content, volume, placement advertising, responses need address as dynamic, participatory, data-driven process.