The advertising landscape has changed dramatically since the turn of the century and has been marked by a shift towards digital media and social media marketing. The widespread adoption of digital technologies and online social networks has revolutionised the way marketers engage with consumers.[1] While this has brought many benefits for businesses and customers, it has also brought new, and ever evolving, issues. This is especially true in relation to child protection in the online space, and in the context of this paper, the digital and social media marketing of harmful products, such as alcohol, to children and teenagers.

Children in Ireland spend a significant amount of time on digital platforms, social networking sites, and video sharing platforms. Research by CyberSafeKids revealed that 71% of 8–12-year-olds have their own accounts on social media and instant messaging apps with a minimum age restriction of 13.[2] This near-ubiquitous use of social media has created opportunities for corporate brands to target and engage with children and teenagers in unprecedented and unparalleled ways.[3]………..

This paper will look at how and why alcohol advertising works, how it has exploited the opportunities provided by digital and social media, and the impact this marketing has on consumption amongst children and young people.