Aim: To explore how engagement with online mutual aid facilitates recovery from problematic alcohol use, focusing on identity construction processes.

Design: Qualitative in-depth interview study of a maximum variation sample.

Setting: Telephone interviews with UK-based users of Soberistas, an online mutual aid group for people who are trying to resolve their problematic alcohol use.

Participants: Thirty-one members, ex-members and browsers of Soberistas (25 women, 6 men): seven currently drinking, the remainder with varying lengths of sobriety (two weeks to five years).

Findings: Three key stages of engagement were identified: 1) 'Lurking' tended to occur early in participants' recovery journeys, where they were keen to maintain a degree of secrecy about their problematic alcohol use, but desired support from likeminded people. 2) Actively 'participating' on the site and creating accountability with other members often reflected an offline commitment to make changes in drinking behaviour. 3) 'Leading' was typically reserved for those securely alcohol-free and demonstrated a long-standing commitment to Soberistas; leaders described a sense of duty to give back to newer members in early recovery and many reported an authentic identity, defined by honesty, both on- and off-line.

Conclusions: Engagement with online mutual aid might support recovery by affording users the opportunity to construct and adjust their identities in relation to their problematic alcohol use; individuals can use the parameters of being online to protect their identity, but also as a mechanism to change and consolidate their offline alcohol-related identity.