This Spanish study explores how family, institutions, and social media shape alcohol use among young people. Using interviews and focus groups with youth aged 15–24 who use Instagram, researchers found that alcohol consumption is widely normalized in both family settings and online environments. Families often encourage “responsible drinking” rather than abstinence, and many youth report drinking with or around their parents. On Instagram, alcohol is frequently associated with fun, popularity, and social connection, reinforcing risky behaviors. While schools and healthcare providers occasionally offer prevention education, participants noted these messages often lacked relevance or credibility. Social work was largely absent in prevention efforts, despite its potential to bridge family, institutional, and digital spaces. The authors call for integrated, youth-informed prevention strategies that include social media engagement and position social workers as key actors in early intervention and harm reduction.
