“People are so used to seeing it that it doesn't really bother them” Illicit Drug Advertisements on Social Media: A Study of UK Secondary Students

• In Event: Social media and crime & EU Policy Evaluation

Abstract

The sale and advertisement of illicit drugs on social media is a rapidly evolving landscape. Evidence points to new drug types, novel advertising strategies, and shifts in platform usage among young people. Understanding how young people’s motivations and purchasing strategies relate to their risk perceptions and reporting behaviours remains limited despite existing studies. We conduct a large-scale national online survey of UK students aged 13 to 18 (N=1014). Our objective is to explore the link between exposure to illicit drug ads and young people’s attitudes and behaviours regarding drug use. Preliminary results show that 63% of participants encountered drug-related content on social media, with 32% acknowledging seeing illegal drugs advertised for sale. Additionally, 83% of drug ads were encountered without active search efforts. Further, 89% of young people had never reported illicit drug content on social media. The main reasons for not doing so were “I can’t be bothered” and “I don’t believe it would make a difference.” To address reporting barriers, we conduct an experiment embedded within our survey to identify effective messages to encourage reporting. Our research seeks to inform content moderation processes and promote user reporting while evaluating proactive detection techniques. Identifying effective reporting messages is crucial for future crime prevention efforts. Our work has been disseminated directly to social media platforms and Ofcom, the UK regulatory entity, to contribute towards the UK’s Online Safety Act.

Author

• Ashly Fuller, University College London