The digital transformation of alcohol sales has created unprecedented risks for Australian communities. Furthermore, new research reveals how alcohol delivery in Australia services are facilitating dangerous drinking behaviours whilst circumventing traditional safeguards.

This comprehensive research was led by researchers from the Foundation for Alcohol Research and Education (FARE), The University of Queensland, and The George Institute for Global Health. Subsequently, the study, comprising a survey of 2,037 Australians on their alcohol use and delivery habits, has exposed the concerning reality of how home alcohol delivery services are putting vulnerable people at greater risk.

The Scale of Alcohol Delivery in Australia

The research, surveying 2,037 Australians in April 2025, found that over one-third (39%) of people who consumed alcohol in the past year had alcohol delivered to their homes. More alarmingly, 39% of those deliveries arrived within two hours of ordering, thereby enabling rapid access to alcohol that increases the likelihood of high-risk drinking episodes.

Moreover, the data reveals a troubling pattern: people likely experiencing alcohol dependency are more than twice as likely to receive rapid home alcohol delivery compared to those at low risk (55% versus 24%). Consequently, this disparity demonstrates how alcohol delivery in Australia platforms may be inadvertently targeting the most vulnerable members of society.

How Food Delivery Apps Have Become Alcohol Suppliers

One of the most concerning findings is the expansion of alcohol sales through platforms traditionally associated with food delivery. Notably, twenty-five per cent of participants who consumed alcohol in the past year reported having alcohol delivered through food delivery applications such as Uber Eats, Deliveroo, and Menulog.

As a result, this development has created an additional pathway for alcohol advertising, with 53% of food delivery app users reporting exposure to alcohol advertisements on these platforms. Furthermore, the research found that 68% of users expressed concern about being targeted with alcohol marketing through these apps, thereby highlighting public unease about this practice.

The Dangerous Connection Between Alcohol Delivery and Digital Marketing

The study revealed a particularly troubling aspect of the digital alcohol landscape: the collapse of the traditional boundary between advertising and sales. Specifically, approximately one-third (34%) of participants who received home alcohol delivery purchased alcohol after clicking through online advertisements featuring direct purchase buttons.

However, this figure rose dramatically among people likely experiencing alcohol dependency, with 51% purchasing alcohol through advertisement click-throughs compared to just 23% of those at low risk. Therefore, this pattern suggests that vulnerable individuals are disproportionately affected by the immediate purchasing opportunities created by digital marketing.

Understanding the Motivations Behind Alcohol Delivery Services

The research identified several factors driving the use of alcohol delivery services. In particular, whilst the most common reason cited was purchasing alcohol in bulk for better value (34%), nearly one-third (29%) of users sought rapid delivery. Additionally, 22% ordered alcohol after seeing online advertisements.

Furthermore, people likely experiencing alcohol dependency were significantly more likely to report ordering alcohol after exposure to online advertising (29% versus 16% for low-risk individuals). Thus, this demonstrates how digital marketing may be particularly effective at encouraging purchases among vulnerable populations.

Strong Public Support for Alcohol Delivery Reform

Despite the widespread use of these services, Australians overwhelmingly support stronger regulations for online alcohol marketing and delivery. Indeed, the research found remarkable consensus across several policy measures:

• 78% support prohibiting push notifications that prompt alcohol purchases
• 77% favour preventing companies from using personal data to target alcohol marketing
• 82% support protecting children’s data from alcohol marketing targeting
• 80% endorse health warnings on alcohol retail websites
• 79% support strong penalties for companies advertising to people who have opted out

Only 4-7% of participants opposed these measures, indicating broad public recognition of the need for stronger protections.

The Urgent Need for Regulatory Reform

Unfortunately, the research highlights how Australia’s regulatory framework has failed to keep pace with the digital transformation of alcohol sales and marketing. Meanwhile, traditional regulations designed for physical retail environments are inadequate for addressing the sophisticated, data-driven marketing techniques employed by online platforms.

Importantly, the study’s authors note that Australian research has consistently found that alcohol delivery in Australia increases high-risk alcohol use and related harms. Previously, findings showed that nearly three-quarters of people receiving rapid alcohol delivery consumed alcohol at high-risk levels on the day of delivery. Moreover, over one-third consumed more than 11 standard drinks in a single sitting.

Protecting Communities from Digital Alcohol Harms

Accordingly, the Foundation for Alcohol Research and Education has developed evidence-based policy recommendations to address these emerging threats. These include implementing a two-hour safety pause between order and delivery, restricting delivery hours to between 10am and 10pm. Additionally, they recommend ensuring effective digital age verification and addressing data-driven marketing practices.

Significantly, both federal and state authorities have recognised the need for action. Subsequently, the Federal Government and the South Australian Royal Commission into domestic, family and sexual violence have recommended restrictions on home alcohol delivery as measures for preventing and reducing gender-based violence.

Ultimately, the research demonstrates that whilst online alcohol delivery platforms present themselves as convenient consumer services, they may be creating new pathways for alcohol-related harm, particularly among vulnerable populations. Therefore, the strong public support for regulatory reform provides a clear mandate for policymakers to implement protective measures that prioritise community health over commercial interests.