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February 25, 2026Alcohol Clinical and Experimental Research1 citationsOpen Access

Alcohol‐cancer risk communication on social media: A content analysis of alcohol‐related Instagram and TikTok posts

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JAJoseph AlejandroCMChristina MairRCRobert W. S. Coulter

Key Points

  • The aim is to analyze how cancer risk related to alcohol is communicated on social media platforms like Instagram and TikTok.
  • Conducted content analysis of alcohol-related posts on Instagram and TikTok.
  • Evaluated the portrayal of alcohol use and cancer risk messaging.
  • Identified trends in public health communication on these platforms.
  • Most posts portray alcohol use positively with minimal mention of cancer risk.
  • Public health messaging is largely absent on social media regarding alcohol-cancer connections.
  • Findings highlight a significant gap in communication strategies about alcohol-related cancer risks.

Abstract

Cancer risk communication is largely absent among Instagram and TikTok posts, which often portray alcohol use in a positive light. Social media represents a critical, yet underutilized, channel for disseminating public health information about the alcohol-cancer link. Content analyses can inform strategic, audience-tailored messaging for improving public awareness.

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Cite This Study

Alejandro et al. (2026) studied this question.

synapsesocial.com/papers/699e9177f5123be5ed04efbahttps://doi.org/10.1111/acer.70260
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