Lay summary
The metaverse is the next generation internet using immersive virtual or augmented reality technology. Alcohol companies are embedding unhealthy products into young consumers’ lives in the metaverse. The powerful virtual immersive nature of the metaverse, built on business models that translate digital experiences into real-life drinking behaviour, pose new health risks for rangatahi/young people. We will develop innovative methods for research in the metaverse that includes working collaboratively with young people, which will enable us to 1) discover the practices of alcohol corporations in the metaverse and 2) explore how these practices play a role in real-life drinking experiences among young people. This study will open a radical new area of research, provide opportunities for translation to other unhealthy products beyond alcohol in the metaverse (e.g. food, vape products) and inform future research to advance health protection and outcomes.