Labels encouraging responsible drinking struggle to get the message throughPeople view labels on alcoholic drinks encouraging responsible consumption as a ploy by the industry to be seen as caring and are unlikely to lead to people drinking less.
The new research asked 20 drinkers aged between 21 and 63 for their views on the effectiveness of these labels, and considered whether it is likely that labelling can contribute to reducing people’s alcohol consumption.
All participants were shown three types of labels, one set promoting responsible drinking, one set with positive health messages (drinking less reduces risk) and one set with negative health messages (drinking more increases risk), and asked about their views on the labels and drinking more widely.The interviews found that the participants viewed responsible drinking messages as a ploy by the alcohol industry to be seen as caring without taking tangible action, and there was little support for the use of labels.
Perceptions of the alcohol industry seemed to be very strongly linked to perceptions of the tobacco industry.Participants commonly suggested that pictorial messaging analogous to graphic images on tobacco products would be more effective than the text warnings they were shown in the interviewsSeveral participants highlighted that the role of the industry in a capitalist neoliberal society is to make money rather than to provide health information, and thus, they felt that labelling was not an appropriate strategy for alcohol harm reduction.
Participants aged 18 or over were recruited opportunistically via an electronic university research noticeboard and social media from one geographical area in Southern England.
Age 18-30? Drink alcohol? Complete two surveys & you could win a tablet or vouchers https://t.co/qparlLADU1
— Dr Emma L Davies (@I_am_emma) October 13, 2015
We're recruiting people age 18 and over who drink alcohol. If you complete two surveys you could win a tablet https://t.co/qparlLADU1
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Ever regretted sending a text after a few drinks? Any other drunken regrets? If you are aged 30 or over then we want to know! Confess all in our anonymous survey https://t.co/6lruqtSORb … #alcohol #regrets #hangover #FridayFeeling pic.twitter.com/p3RLS7CRlq
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We are looking for women aged between 40 and 65 to take part in a survey about alcohol, health and breast cancer. Opportunity to win £100 Amazon vouchers https://t.co/N01IU19y8s
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We are interested in your views about an alcohol website, take part in an interview & receive a £15 voucher email alcohol@brookes.ac.uk
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