Online alcohol marketing aimed at young adults encourages a “culture of intoxication”, a study suggests.

Young people tend to view targeted alcohol marketing via social media sites “useful and informative ” instead of recognising it as advertising, the research found.

Co-author Professor Christine Griffin said that such marketing is “pervasive” and encourages “extreme drinking”.

The professor in social psychology at the University of Bath , who is part of the UK Centre for Tobacco and Alcohol Control Studies, said there should be more effective regulation of online alcohol marketing aimed at young people who use social networking sites.

The study, conducted by Prof Griffin and colleagues at Massey University in New Zealand, examined how 18 to 25-year-olds respond to online advertising of drink brands .

The research found that online alcohol marketing aimed at young adults is “widespread, highly dynamic and takes an ever-expanding range of forms” as new digital and mobile technologies develop.