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YouTube videos promote positive images of alcohol, finds study

BMJ 2017; 358 doi: (Published 21 September 2017) Cite this as: BMJ 2017;358:j4365
  1. Susan Mayor
  1. London

YouTube videos featuring alcohol products that are popular with underage drinkers attract large numbers of viewers and often associate drinking with fun and attractive characters, a new study has found.1

Researchers analysed the content and use of 137 YouTube videos published between 2006 and 2013 that featured alcohol brands popular with underage drinkers, ranging from beer to vodka.

“Although many studies have investigated the effect of alcohol advertisements on Facebook, Twitter and Instagram, little research has been done on video sharing platforms such as YouTube,” wrote the researchers, led by Brian Primack, director of the University of …

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