Exploiting Motherhood: Mummy Alcohol Sites

The authors explore how some social media pages are exploiting mothers by inappropriately offering alcohol consumption as a solution to the challenges of parenting. This is a very timely topic, given the impacts of COVID‐19 on family and home life, and potential for an increase in alcohol‐related problems and health harms.

A push back against this normalization of heavy alcohol use among mothers have emerged from the community, resulting in “sober mum” social media pages and sites.