A social media trend for 'Instagrammable' drinks is being blamed for a spike in Australia's consumption in pre-mixed alcohol and spirits.
Public health experts say things like pink vodka, purple gin and craft whiskeys have contributed to a seven per cent increase.
Alcohol researcher Michael Thorn told Heather du Plessis-Allan social influencers are often approached by alcohol brands to post about their product.
He says our regulatory system is already set up to control alcohol advertising on traditional media.
"It hasn't kept up with the arrival of subscription TV, which has now been around for 20, 25 years, and it's certainly not keeping up with digital platforms."