16/02/2026
Commenting on the UK government’s plans to protect children online, SHAAP (Scottish Health Action on Alcohol Problems) are calling on the government to seize this opportunity to address the harmful exposure to alcohol marketing experienced every day by young people.
The government recently announced a consultation on children’s online safety, including proposals for social media age verification, AI regulations and VPN restrictions. However, the plans do not currently address alcohol marketing to under-18s via influencers and social media platforms.
New research from La Trobe University’s Centre for Alcohol Policy Research, published in Pediatrics, provides compelling evidence for action. The study analysed over 85,000 Instagram posts from 112 celebrities who own alcohol brands and found that almost all were accessible to a 15-year-old’s account, with only 1.7% including clear advertising disclosure.
Dr Alastair MacGilchrist OBE, Chair of SHAAP, said:
“While the current proposals focus on harmful content and age verification, alcohol marketing ending up on under-18s’ screens via influencers and social media sponsorship is notably absent from the agenda. This is a significant gap that must be addressed.
“New research from La Trobe University provides compelling evidence for action. The study found that of over 85,000 Instagram posts from 112 celebrities who own alcohol brands, almost all were accessible to a 15-year-old’s account.
“We know that the more young people are exposed to alcohol marketing the earlier they are likely to start consuming alcohol and they are also more likely to develop alcohol use disorder. So this is an area where government should radically tighten up the rules to prevent exposure to this often subtle yet harmful marketing.”