On TikTok, 98 percent of videos with the hashtag #alcohol show drinking in a good light.
Half of all TikTok users are between the ages of 16 and 24, and seven out of ten teenagers claim they use the app on a regular basis.
A new study’s authors are concerned that all those young people are receiving the wrong image about alcohol use.
According to a new study published in the Journal of Studies on Alcohol and Drugs on Wednesday, 98 of the top 100 TikTok videos with the hashtag “#alcohol” portrayed drinking as a good experience.
According to the researchers, all but four videos overlooked alcohol’s detrimental impacts.
In a press statement, lead study author Alex Russell, assistant professor of public health at the University of Arkansas, said, “Social media platforms, such as TikTok, can influence health behavior.”
With more than a third of TikTok users being under the age of 21, the researcher believes that categorizing the content and themes shared on the platform is critical.
Increased juvenile exposure to alcohol marketing on social media, for example, is associated to earlier drinking initiation and higher levels of total alcohol consumption, according to Russell.
Russell and his colleagues studied 100 videos, which had 1.7 billion views as of Sept. 17, 2020. More than 40% of the videos were recipe guides, according to the researchers.
More than two-thirds of the films featured spirits, and 61% showed people consuming many drinks in a short period of time – for example, taking back-to-back shots or chugging from a bottle of whiskey.
The relationship between alcohol and friendship, familiarity, and camaraderie was highlighted in many of the videos.
While a few videos poked fun at the negative repercussions of drinking, such as hangovers and physical harm, they did so in a lighthearted, non-educational manner.
Researchers said in their article that “these movies were freely accessible through a simple internet search and could be seen without… facing an age-verification process.” “Any non-registered person, regardless of age, can fully interact with alcohol videos on TikTok.”
Although the depiction of kids ingesting alcohol, drugs, or tobacco is prohibited on TikTok, Russell believes the rule is not enforced properly.
Russell intends to further educate parents about the types of information made freely available to kids on the social media site because more than a third of TikTok members are minors. According to previous research, many TikTok videos promote vaping in a good light.
“I’d check with parents to see if they want TikTok to be where… Article Summary from Nokia News