Influences of social media on prescription drug abuse– what we know, what we need to learn

The influence of media on health behaviors has long been researched and debated. Generally, evidence points to the existence of such influence, positive and negative, on some health behaviors among some populations under some circumstances. With the dramatic changes in media technology and ubiquity, along with the growth in time spent with social media as well as user-generated media content (in particular by youth) the debate continues, with new questions as to whether and to what degree exposure to prescription drug-related content through social networking sites, including both marketing messages as well as user-generated content, might have an influence on the demand for prescription drugs for purposes of abuse. The means for such influence might include altering perceptions of risks and benefits, norms and expectations, and access to such products. Little research has been conducted to date on this issue, but evidence from related topics such as tobacco and alcohol provide some relevant information. This presentation summarizes what is known about the nature and extent of prescription drug-related content on social networking sites (especially those favored by youth), illustrates such content, identifies the principal sources of such content, and identifies gaps in the knowledge as to whether such content can influence behaviors of teens and young adults.