Alcohol Marketing on Social Media Sites in Finland and Sweden

By comparing the samples from 2014 and 2017, this study shows that alcohol producers in Finland and Sweden have invested in alcohol marketing on social media and have become more successful in engaging consumers. Restrictions on social media in Finland have not affected manufacturers’ ability to engage consumers in this arena. The regulation of social media marketing through national legislation is difficult, as social media service providers operate globally, and the platforms they provide are constantly developed to optimize user experience and are difficult to monitor. Alcohol producers are also becoming more skillful in utilizing these platforms for marketing purposes. Future research needs to address the long-term impact of the legislation as well as new forms of social media marketing…