[Alcohol in the media, marketing communications, and consumption behaviors].

Alcohol consumption is one of the leading risk factors for morbidity and mortality worldwide. Alcohol marketing communications play a central role in shaping social norms and drinking behaviors. The rapid expansion of digital media has transformed alcohol promotion, increasing its reach, personalization, and integration into daily life. Exposure to alcohol marketing communications is associated with earlier initiation of drinking, increased consumption, and more intense drinking patterns, particularly among adolescents and young adults. Alcohol marketing communication, including in the digital environment, is a significant and modifiable determinant of consumption, for which legal regulation is essential.