Social Psychiatry, Vol. 54 No. 2, 2026.
Meeting abstract
https://doi.org/10.24869/spsih.2026.298
The Impact of Digital Marketing of Alcoholic Beverages on the Development of Alcohol Use Disorder
Ivan Bradarić
; University Hospital of Split, Spinčićeva 1, 21000 Split, Croatia
*
* Corresponding author.
Abstract
The American Psychiatric Association has defined
alcoholism as involving alcohol dependence, a
pattern of pathological alcohol use, or impairment
of social or professional functioning due to
alcohol, as well as withdrawal syndrome. The aim
of this study was to investigate the impact of digital
marketing of alcoholic beverages on the development
of alcoholism in the general population
and the influence of nurses on the prevention of
alcoholism development. The respondents were
adults who voluntarily completed the survey. It
contained 23 statements related to examining
the attitudes of the general population toward
advertising alcoholic beverages and its impact on
the development of alcoholism. The study used a
questionnaire survey method with a structured
instrument that also examined respondents’
sociodemographic data, including age, gender,
and educational status. Data were collected via
the Google Forms platform and processed using
descriptive statistical methods. The study included 120 respondents, of whom 86 were women
(71.7%) and 34 men (28.3%). Regarding educational
level, the largest share of respondents
had completed secondary school (40%), and
most stated that they live in a large city (42.5%).
Analysis of the collected responses, including
open-ended answers, showed a predominantly
negative attitude toward the consumption of alcoholic
beverages at concerts, sporting events, or
other social gatherings. Most respondents believe
that this form of promotion normalizes alcohol
consumption and contributes to the perception
of alcohol as an integral part of entertainment
and social life. In the open-ended responses, opposition
to linking alcohol with sport was particularly
pronounced. Some respondents advocated a
complete ban on advertising alcoholic beverages,
while a smaller number felt that moderate promotion
is acceptable with responsible consumption
and respect for age restrictions.
Keywords
alcoholism; psychiatry; digital marketing
Hrčak ID:
352993
URI
Publication date:
15.6.2026.
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