Zero-alcohol ads hook teens, research suggests

Medical Xpress

February 23, 2026

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Zero-alcohol drink advertising may have unintended consequences, according to new research from Flinders University. The study suggests that marketing for these products—which contain minimal or no alcohol—could actually increase teenagers' interest in drinking full-strength alcoholic beverages. This finding raises important questions about how such ads are marketed and their potential impact on young people's attitudes toward alcohol. Zero-alcohol drinks, often marketed with colorful cans and appealing names, are increasingly popular among adolescents. These products are frequently advertised in ways similar to traditional alcoholic beverages, using imagery and language that associates them with socializing, fun, and freedom. However, the research indicates that exposure to these ads may normalize the concept of drinking for teenagers, even if the drinks themselves contain little or no alcohol. The study surveyed over 1,000 teenagers in South Australia about their exposure to zero-alcohol drink advertisements and their attitudes toward alcohol. Results showed a significant correlation between seeing such ads and an increased interest in trying full-strength alcoholic beverages. This suggests that marketing strategies for these products may inadvertently contribute to the normalization of drinking among young people. This issue matters because early exposure to alcohol-related cues can shape lifelong behaviors. Adolescents are particularly vulnerable to influences that promote drinking, even indirectly. Public health experts warn that promoting zero-alcohol drinks through similar channels as traditional alcohol could undermine efforts to reduce youth substance use. The findings call for stricter regulation of marketing practices targeting young people, similar to those already in place for conventional alcoholic beverages. Ultimately, the research highlights the need for a more nuanced approach to advertising products that appear harmless but may have hidden consequences. As public health officials continue to grapple with rising rates of alcohol use among youth, understanding how marketing affects attitudes and behaviors is crucial.

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Originally published on Medical Xpress on 2/23/2026