You guys are getting ads?

Make a new account on Instagram and see how much of it is pedo shit on a new feed. Everything is out of control.

https://ublockorigin.com

https://adguard.com

Oh man, this sounds like it could become a news piece.

Interesting. I live in Poland and liquor advertisements are illegal here, in fact all alcoholic beverage commercials are banned except for beer (I think even with that there used to be some restrictions that in tv they can be only aired after 23:00 or 11 PM, I'm not sure if it's still the case). According the law definition, it should also apply to social media and internet in general, but it might or might not be completely regulated (yet?). In general however, I don't see such adverts and even beer adverts are quite rare, to the point that I forgot they could exist, just like cigarettes commercials.

Last beer advert I remember was some some billboard with 0% Free beer with raspberry flavor or whatever

Sounds shit and you probably should install some kind of adblock.

Install uBlock Origin. Ads are a legitimate malware threat.

AdBlocker, revanced, instander, haven't seen an add in a week

Hope things go well and your friend is receptive to the message. It might not change the trajectory right away but at the very least, it'll be something to encourage them to examine their habits. If your friend does seem to take it to heart but has a hard time cutting back, there's a medication called naltrexone which may help reduce alcohol cravings. I'm just some internet guy though so that's more of a conversation between them and their doctor, it's something I didn't know about before starting treatment but I think it was helpful. Carbonated (seltzer/sparkling) water was useful as a replacement for the alcoholic drinks in my case but if that brings to mind stuff they used to mix together, it may not be an ideal solution.

If they've been drinking heavily over a long period, there are also some risks associated with complete cessation so it couldn't hurt to encourage them to schedule an appointment with their doctor anyway. I'd imagine that's come up in your research already though.