The Australian influencers being paid to push booze

Popular Australian ‘influencers’ such as Bec Judd are being paid to use their Instagram accounts to push alcohol consumption as a glamorous and cool activity for young people, experts say.

Victoria’s health promotion foundation looked into Australia’s top 70 Instagram influencers and found almost three quarters featured alcoholic drinks in their posts, but only a quarter fully revealed they’d been paid to do so. 

Others examined in the study included MasterChef’s Sarah Todd, model Pia Muehlenbeck and TV host Brooke Hogan, according to Seven News, though it is unclear if they are paid for their posts featuring alcohol brands.    

The alcohol industry is partnering with non-alcoholic brands and events to sponsor influencers to promote their products (pictured, Bec Judd) 

Researchers at VicHealth revealed that while the practice was common, alcoholic brands or influencers didn't have to disclose the sponsorship (stock)

Researchers at VicHealth revealed that while the practice was common, alcoholic brands or influencers didn’t have to disclose the sponsorship (stock) 

VicHealth Acting CEO Dr Lyn Roberts said the nature of the social media posts made it difficult for young people to know when they were being sold an ad.

‘We also know that young people who like or follow alcohol brands on social media are twice as likely to drink at risky levels than those who don’t,’ Dr Roberts said. 

‘For every advertising dollar spent, young people drink three per cent more alcohol.’ 

Ms Judd has shared several posts on her own Instagram page promoting alcohol, tagging several brands in her captions.

‘Who said summer’s over?!… rosé everyday with @birdinhandwine,’ she said in one post, displaying her relaxing in a pool with a cup of wine in her hand.

In another post, the Channel Nine host is pictured holding another cup of alcohol, with the brand logo clearly positioned towards the camera. 

Ms Judd's Instagram page reveals that she has promoted several alcohol brands in her posts

Ms Judd’s Instagram page reveals that she has promoted several alcohol brands in her posts

In another post, the Channel 9 television host is pictured holding another cup of alcohol, with the brand logo clearly positioned towards the camera

In another post, the Channel 9 television host is pictured holding another cup of alcohol, with the brand logo clearly positioned towards the camera

‘We’ll be drinking @strongboy_aus Rosé Cider at @teamjaggad today. Yewwww!’ she said. 

VicHealth confirmed it had investigated Ms Judd’s Instagram profile as a part of its study. 

Emma Saleeba, Manager of Alcohol and Tobacco for VicHealth, told Daily Mail Australia Ms Judd was ‘one of many high profile influencers who are paid to promote alcohol on social media’.

‘While it is unclear how much influencers are paid by alcohol brands, we know the industry spends millions in advertising each year to promote their products of which social media is a key component,’ she said.  

Daily Mail has contacted Channel Nine and Ms Judd for comment. 

Meanwhile, Sarah Todd, a MasterChef contestant in 2014, often promotes Grey Goose vodka on her Instagram profile.

Sarah Todd, contestant of Master Chef in 2014, also has an Instagram profile riddled with alcohol promotions

Sarah Todd, contestant of Master Chef in 2014, also has an Instagram profile riddled with alcohol promotions

‘I’ve had so much fun working with @greygooseau to make the perfect summer cocktail.. orange and rosemary martini’s!’ one post reads, with the hashtag ‘Celebrate Grey Goose’. 

In another post, Ms Todd wrote: ‘I had a fantastic time with friends celebrating the launch of @GreyGooseAu Limited Edition Riviera bottle.’

Brooke Hogan, presenter of Channel 7’s Great Weekend TV, promotes the same Grey vodka on Instagram.

‘Loved being in Sydney with the @GreyGooseAu team this week (heart emoji),’ she wrote.

In yet another post, Ms Hogan said the high market vodka brand is her ‘drink of choice.’

‘My summer drink of choice – Le Grand Fizz. Oh how I love summer,’ she wrote

Brooke Hogan, presenter of Channel 7's Great Weekend TV, also promotes Grey Goose vodka on Instagram

Brooke Hogan, presenter of Channel 7’s Great Weekend TV, also promotes Grey Goose vodka on Instagram

In one post, Ms Hogan claims the famous vodka brand is her 'drink of choice'

In one post, Ms Hogan claims the famous vodka brand is her ‘drink of choice’

Model Pia Muehlenbeck is regularly promotes high market Beef Eater Gin brand. 

‘Happy hump day lovers! Easing into the weekend early with a cheeky @beefeatergin and tonic because #OnWednesdaysWeDrinkPink…’ the post states, with a #partner hashtag. 

In another post promoting the gin, Ms Muehlenbeck wrote: ‘Check my stories to see how to make the best @beefeatergin pink drink ever! #ad.’

Model PiaMuehlenbeck (pictured) regularly promotes alcohol in her Instagram posts

Model PiaMuehlenbeck (pictured) regularly promotes alcohol in her Instagram posts

Daily Mail has contacted Brooke Hogan, Sarah Todd and Pia Muehlenbeck for comment. 

Meanwhile, researchers at VicHealth said that while the practice was common, alcoholic brands and influencers didn’t have to disclose sponsorship. 

Dr Roberts likened the alcohol industry’s advertising tactics are similar to those used by the tobacco industry.

‘Our research shows the alcohol industry is employing tactics straight out of the playbook of Big Tobacco, using high profile influencers to make their products appear glamorous and sophisticated to young people,’ Ms Roberts said. 

While there are no rules that force influencers to disclose their sponsorship with alcohol brands, Ms Roberts said it was time to challenge that

While there are no rules that force influencers to disclose their sponsorship with alcohol brands, Ms Roberts said it was time to challenge that

A review of Australia's top 70 Instagram influencers revealed almost three quarters featured alcoholic drinks in their posts, but only one quarter admitted that they had been paid

A review of Australia’s top 70 Instagram influencers revealed almost three quarters featured alcoholic drinks in their posts, but only one quarter admitted that they had been paid 

While there are no rules that force influencers to disclose their sponsorship with alcohol brands, Ms Roberts said it was time to challenge that.

‘[It makes] it really hard for young people to discern when they’re being sold an ad,’ she said.  

She also revealed that the power behind pervasive tactics.

‘Alcohol brands spend millions each year advertising… for every advertising dollar spent, young people drink three per cent more alcohol,’ she said.

But the greatest concern is the raising number of young people being hospitalised for alcohol-related issues.

‘Concerningly, the number of young Victorians who end up in hospital due to alcohol has increased [by 24 percent] since 2009,’ Ms Roberts revealed.  

Key statistics from VicHealth’s study: 

  • 73% of influencers featured alcoholic drinks in posts last year
  • 61% were disclosed, 39% were undisclosed
  • Influencer connections to alcohol brands and posts featuring branding blur the lines of advertising
  • Sneaky hashtags are used to ‘spin’ disclosured relationships (such as #collab and #spon)
  • Some influencers use official brand hashtag instead of disclosing relationship  
  • Champagne, cocktails and wine feature most frequently in posts 

 



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