Aims: To examine the association of alcohol-brand social networking pages and Facebook users’
drinking attitudes and behaviours.
Methods: Cross-sectional, self-report datawere obtained from a convenience sample of 283 Australian
Facebook users aged 16–24 years via an online survey.
Results: More than half of the respondents reported using Facebook for more than an hour daily.
While only 20% had actively interacted with an alcohol brand on Facebook, we found a significant
association between this active interaction and alcohol consumption, and a strong association between
engagement with alcohol brands on Facebook and problematic drinking.
Conclusions: The findings of this study demonstrate the need for further research into the complex
interaction between social networking and alcohol consumption, and add support to calls for effective
regulation of alcohol marketing on social network platforms.