Background: Women’s magazines provide a space in which gendered norms around alcohol-related practice are (re)-produced. They act as important points of reference for women to draw upon in their own understandings of alcohol use within their identity making. Studying the alcohol-related messages women’s magazines disseminate is therefore an important line of inquiry.

Methods: An analysis of textual and visual alcohol depictions, including alcohol advertising, in 70 editions of 20 printed magazines targeted at and read by women, published between August 2020 and January 2021, was conducted using quantitative content and qualitative thematic analysis.

Results: Women’s magazines have the potential to disseminate public health messages about the physical and mental health impacts of alcohol use, alcohol’s role in gender inequalities and the risk of harm from alcohol use by men. However, they do so in ways that reproduce harmful gender norms and expectations, and overlook the structural causes of alcohol-related harms. Associations between alcohol use and violence against women were simplified, in ways that ignored the root causes, produced victim-blaming narratives and deflected responsibility from the perpetrator to the effects of alcohol. Narratives around drinking and sobriety were underpinned by concerns over appearance, which reinforced social expectations of the ideal feminine body. Health narratives were in conflict with the presence of pro-alcohol messages such as consumption suggestions and alcohol advertising, which promoted alcohol use as a normalised aspect of women’s day to day lives.

Conclusions: Women receive a number of mixed and contradictory messages on alcohol use through their magazine readership, which places limits on magazines as educational sources of public health messaging.