The same weeks you see extra ads about booze are the same weeks paramedics experience a spike in drinking-related calls

Social media knows when you drink more alcohol than usual. So do paramedics — and they’re not as separate as you’d think.

generic drunk man

Alcohol advertising floods social media during paramedics’ busiest weeks for drinking-related calls, a new report has found, sparking criticism from peak health groups.

Ambulance Victoria data shows alcohol intoxication call-outs jump by an average of 24 per cent across five key weeks in the 2023 financial year, with the week after Christmas the worst offender.

Paramedics responded to more than 676 patients with alcohol-intoxication between December 26 and January 1.

Paramedics responded to more than 676 patients with alcohol-intoxication between December 26 and January 1. During this same time, the report more than 1000 alcohol advertisements were launched on Instagram and Facebook. Picture: iStock

During this same time, the report more than 1000 alcohol advertisements were launched on Instagram and Facebook.

The other four worst weeks for ambulance calls were during the AFL Grand Final; the end of summer; the week leading up to, and including, Christmas Day; and the Australia Day public holiday.

Paramedics responded to between 572 and 607 intoxication call-outs during those weeks, while the number of new social media advertisements ranged from 764 to a high of 1327 in the week before Christmas.

The report, led by the Foundation for Alcohol Research and Education, found the figures amounted to the launch of more than 5000 new alcohol advertisements in the five biggest weeks for alcohol harm.

Christmas, one of the biggest weeks, “proceeded a four-week period of increasing alcohol advertisements”, the report added.

“Advertisements heavily drew on and tied alcohol use to the festivities and cultural events during these periods,” the report said.

“Alcohol companies portrayed alcohol in advertisements as an “essential” for ringing in the new year, enjoying the summer weather, and spending time and celebrating with family and friends.

“Companies discounted alcohol products on Boxing Day to encourage bulk buying before New Year’s Eve, including offering free products and merchandise.”

Ambulance Victoria data shows alcohol intoxication call-outs jump by an average of 24 per cent across five key weeks in the 2023 financial year. Picture: NewsWire

Other tactics in drinks marketing included focusing on health and saving money during “narratives around new year resolutions”.

FARE chief executive Caterina Giorgi said it was “appalling” to see companies “flood” social media with advertisements for alcohol during already dangerous periods.

“We know that women and children are at higher risk of violence during sports broadcasts and on public holidays,” she said.

VicHealth, who supported the research alongside Turning Point and the University of Queensland, also slammed the data. Acting chief executive Michelle Murray said it was “no shock” to see call-outs spike out during a week they were “peppered” with alcohol advertising.

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Originally published as The same weeks you see extra ads about booze are the same weeks paramedics experience a spike in drinking-related calls