Alcohol misuse is a common problem in many countries, where alcohol is often portrayed as a fun and interactive coping strategy for mothers to manage the demands of motherhood. Social media platforms have established themselves as a popular forum for mothers to share information and create an environment in which mothers may be exposed to and influenced by alcohol-related content. Given the increased social acceptance and normalization of drinking among mothers, especially during the recent pandemic, a critical analysis of social media influences on alcohol behaviours and consumption is warranted. A scoping review mapped the evidence on social media influences and alcohol consumption among mothers of children and teenagers younger than eighteen years old. Several databases were consulted, and the evidence was collated into two themes and seven subthemes. Factors related to alcohol consumption in motherhood include (1) community and social support, (2) coping and mental health, (3) motherhood expectations and identity, (4) alcohol consumption, (5) marketing strategies, (6) everyday issues, and (7) social media influence. Numerous social, economic, and health problems are associated with alcohol misuse. The current literature suggests that social media is a powerful tool to disseminate messages about alcohol and normalize mothers’ drinking behaviours.

Social media platforms have increasingly influenced public perceptions and behaviours related to alcohol consumption. Peer-driven content, particularly in parenting communities, often normalizes and even glorifies drinking, potentially shaping attitudes and behaviours. This study aims to examine how alcohol-related parenting expressions were portrayed on social media before and during the COVID-19 pandemic. A descriptive study was conducted using data from two large, public Facebook groups known for discussions on parenting and alcohol. Metadata from each post—including publication date, caption, reactions, comments, shares, and user tags—was collected. A total of 2,718 posts, 1,309,392 comments, 5,254,458 reactions, and 3,311,022 shares were analyzed. Thematic analysis was performed using NVivo software. Four overarching themes emerged: (1) Parenthood, (2) Excessive Drinking Behaviour, (3) Stress and Coping Mechanisms, and (4) Humour. No significant thematic differences were observed between the pre-pandemic and pandemic periods. However, a notable spike in engagement at the onset of COVID-19 suggests increased alcohol consumption among mothers, potentially influenced by content that normalizes excessive drinking. Social media plays a significant role in reinforcing alcohol use as a socially acceptable coping strategy during motherhood. The findings underscore the need for public health interventions that address the normalization of alcohol consumption in online parenting communities.