University students targeted by aggressive alcohol marketing

Posted on March 05, 2024 in BEE, Promotion, New Zealand

Recently, liquor companies have adopted increasingly aggressive tactics to target university students, leveraging social media platforms to promote their brands, such as offering free alcohol in exchange for shout-outs on social media.

This time involves alcohol company BEE allegedly, which provided over 110 litres of free booze to a student party in Dunedin, in New Zealand. This attempt to infiltrate university social scenes with free alcohol demonstrates the lengths to which alcohol companies will go to gain exposure and influence among young consumers. By offering branded merchandise and products in exchange for social media posts featuring alcoholic beverages, these companies are effectively leveraging the vast reach and influence of platforms like Instagram, Snapchat, and TikTok to target youth.

Research consistently show that exposure to alcohol advertising and promotion is associated with increased alcohol use among young people, leading to a range of negative outcomes. The provision of free alcohol at student parties not only fosters a culture of alcohol use but also perpetuates the normalisation of alcohol within university environments. 

It is crucial to endorse bans or comprehensive restrictions on alcohol advertising, sponsorship, and promotion in the digital world. These are the most impactful and cost-effective measures and will bring public health benefits and help protect youth from the harmful effects of alcohol marketing. Additionally, promoting alternative forms of socialisation and entertainment will help to foster healthier environments for young adults to thrive and succeed.


  • Brand: BEE
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