A new Rutgers Health study is raising serious questions about the influence of social media on young people’s drinking habits. The research, a meta-analysis published in The Lancet Public Health, found that teens and young adults who see alcohol promotions in their social media feeds are significantly more likely to drink or binge drink compared to those who don’t.

The findings come from 31 studies, representing more than 62,000 participants, and highlight how digital marketing, can subtly normalize alcohol use for younger audiences.

Joining us now is Dr. Scott Donaldson, Assistant Professor of General Internal Medicine at Rutgers Robert Wood Johnson Medical School and one of the lead authors of this important study. He’s here to help us understand what’s happening, why it matters, and how parents, educators, and even social media companies can play a role in reducing risk.