It is a well-known fact that advertisements affect human behaviour. This is why there are limits on advertising alcoholic beverages in print and on television. It is also why cigarette advertisements no longer appear in mainstream television or print content.
However, the restrictions are much looser on online advertisers, and evidence suggests that social media may be encouraging underage persons to drink. According to new research, using social media one hour a day causes alcohol consumption among teenagers from 7th to 11th grade to experience a 0.45 unit increase.