Effectiveness of alcohol warning labels for at-risk groups and the general public: A policy-informing randomized experiment in Chile
Research article
Highlights
This is the first study to examine, in a large randomized experiment, how warning labels directed to at-risk populations versus the general public impact consumer behavior.
The study observed a 12.8 % relative reduction in alcoholic beverage purchases when using a general cancer risk warning label (vs. no warning).
Other highlights are:
- A general population warning (risk of cancer) reduced alcohol purchase decisions.
- The general population warning outperformed combined or at-risk groups warnings.
- The general population warning was effective across key subpopulations.
- Combining warnings diluted attention and led to focus on less relevant warnings.
This study provides insights into the design and impact of warning labels on alcoholic beverages.
Results show that general health warnings, especially those related to cancer, effectively reduce alcohol selection across various groups. These findings can inform global alcohol policy making, aiding in the creation of more effective warning labels.
Policymakers should focus on the messaging and design elements to ensure labels effectively influence behavior and raise awareness of alcohol harm.
Abstract
Objective
The World Health Organization recommends using health-risk warnings on alcoholic beverages. This study examines the impact of separate or combined warning labels for at-risk groups and the general population on alcohol purchase decisions.
Methods
In 2022, 7758 adults who consumed alcohol or were pregnant/lactating women (54.0 % female, mean age = 40.6 years) were presented with an online store’s beverage section and randomly assigned to one of six warning labels in a between-subjects experimental design:
- no-warning,
- pregnant/lactating,
- driving under the influence of alcohol,
- general cancer risk,
- combined warnings, and
- assorted warnings across bottles.
The researchers examined the main outcome with adjusted risk differences using logistic regressions: the intention to purchase an alcoholic vs. non-alcoholic beverage.
Results
Participants exposed to the general cancer risk warning decreased their alcoholic beverage choices by 10.4 percentage points (pp).
Participants exposed to the pregnancy/lactation warning decreased their alcoholic choices by 3.8 pp.
The driving under the influence of alcohol warning had no significant effect.
Participants exposed to the combined warnings label, or the assorted warnings reduced alcohol purchase decisions by 6.1 pp. and 4.3 pp., respectively.
Cancer warning outperformed other labels and was effective for subgroups such as pregnant/lactating women, young adults, and low-income individuals.
Conclusions
General cancer risk warnings are more effective at reducing alcohol purchase decisions compared to warning labels for specific groups or labels using multiple warnings.
In addition to warning labels, other policies should be considered for addressing well-known alcohol-related risks.