Zero alcohol ads hook teens

Bartram A, Ahad MA, Bogomolova S, Mittinty M, Dono J, Brownbill AL, Harrison NH, Garcia J, Glavinic I, May M, & Bowden J. Adolescents' Exposure to Zero-Alcohol Advertisements and Attitudes and Consumption Intentions Towards Alcohol: A Cross-Sectional Study. Drug and Alcohol Review 45, no.2, e70125. February 2026. https://doi.org/10.1111/dar.70125

Zero alcohol drink advertising may not be as harmless as it seems, with NCETA University research showing it could increase teenagers’ interest in drinking alcohol. A study of 382 adolescents aged 15–17 found that teens who had seen — and especially those who liked — zero alcohol advertisements reported significantly stronger intentions to try the alcoholic versions of those brands.

The findings highlight that zero alcohol marketing can function as indirect advertising for real alcohol. The results challenge assumptions that zero alcohol promotions are a safe alternative for young audiences as the zero alcohol adverts appear to shape how adolescents think about the full strength products from the same parent brands.

Participants in the study viewed real advertisements for zero alcohol beer, wine and spirits – which resemble the alcoholic versions but have no or very low levels of alcohol (<0.5%). The teenagers were asked whether they had seen the ads before, and whether they liked them. Participants then rated their attitudes toward the alcohol brands and their intentions to drink the alcoholic versions.

Teens who liked the advertisements showed more positive attitudes toward the brands and clearer intentions to try the full strength products. Because zero alcohol branding so closely mirrors alcoholic packaging and themes, many young people may not see a meaningful difference.

Social media and general internet advertising were the most common places teenagers reported seeing zero‑alcohol promotions. However, the study found no strong links between where the ads appeared and teens’ attitudes, suggesting many may not distinguish zero‑alcohol ads from regular alcohol advertising at all.

Zero‑alcohol products are often exempt from alcohol advertising restrictions, allowing companies to use the same branding to reach young audiences. The researchers say the findings strengthen calls for tighter rules around alcohol‑related advertising. Policies that treat all brand advertising consistently — regardless of alcohol content — may better protect young people. Some countries in Europe already apply broader restrictions, and Australia could benefit from similar measures.

The team, led by Flinders University’s Dr Ashlea Bartram, notes that the results align with wider evidence that alcohol marketing influences adolescent attitudes and behaviours. They also call for further research to understand how long‑term exposure to zero‑alcohol advertising may shape future drinking patterns.

Read the full article here.

In this issue