Awareness of Product-Related Information, Health Messages and Warnings on Alcohol Packaging among Adolescents: A Cross-Sectional Survey in the United Kingdom
Alcohol packaging can be used to communicate product-related information, health messages and health warnings to consumers.
The researchers examined awareness and recall of such information and messaging among adolescents in the United Kingdom.
A cross-sectional survey was conducted with 11–19 year olds in the United Kingdom (n = 3399).
The participants were asked if they had seen any information, health messages or warnings on alcohol packaging in the past month (Yes/No) and, if so, what they recalled. The study also assessed higher-risk alcohol use among current alcohol users (≥5 Alcohol Use Disorders Identification Test-Consumption) and susceptibility to consume among lifetime-abstainers.
One-third (32%) of participants had seen information, health messages or warnings on alcohol packaging.
Chi-Square tests showed awareness was greater for current alcohol users than non-users (46% vs. 19%; P < 0.001), higher-risk alcohol users than lower-risk alcohol consumers (55% vs. 39%; P < 0.001), and susceptible lifetime-abstainers than non-susceptible lifetime-abstainers (21% vs. 16%; P = 0.01).
Ten messages were recalled, with “consuming alcohol responsibly” (18%) and not consuming alcohol during pregnancy (13%) most recalled.
Most young alcohol users, including almost half of higher-risk alcohol users, did not recall seeing any information, health messages or warnings on alcohol packaging in the past month, suggesting that current labelling is failing to reach this key audience.