Abstract

Introduction

Alcohol packaging can communicate alcohol-related health information, messaging and warnings. However, there is a dearth of research exploring awareness of, and engagement with, health information and messaging on alcohol packaging, and response to novel alcohol warnings.

Methods

Eight focus groups were conducted in Glasgow (Scotland) with current drinkers (n = 50), segmented by age (18–24, 25–35), gender (female, male) and social grade (ABC1, C2DE), to explore awareness and use of health information and messaging on existing packaging, and perceptions of novel front-of-package warnings differing in size (small, large), form (text-only, text and image) and message content (general, specific).

Results

Unaided recall of some health information and messaging was high (e.g. units, pregnancy symbols); however, most participants did not attend to or meaningfully engage with these, viewing them as unnoticeable, obscure and ineffective. Participants were skeptical of alcohol companies’ motivations with respect to health messaging on products. They were surprised to see the novel warnings on alcohol products but generally supported their inclusion. Most thought that these warnings could increase awareness of alcohol-related harms, particularly for younger or potential drinkers. Large, combined (text and image) warnings with specific messages on the front of packaging were considered most engaging and potentially effective.

Conclusions

The health-related information and messaging on alcohol packaging in Scotland is failing to inform consumers about the potential risks associated with alcohol use. Prominent warnings on alcohol packaging could help to capture attention, increase awareness of alcohol-related harms, and may support a reduction in consumption and alcohol-related harms.

中文翻译：

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酒精包装上的健康信息、信息和警告：苏格兰年轻饮酒者的焦点小组研究

摘要

介绍

酒精包装可以传达与酒精相关的健康信息、信息和警告。然而，缺乏研究探索对酒精包装上的健康信息和信息的认识和参与，以及对新的酒精警告的反应。

方法

在格拉斯哥（苏格兰）与当前饮酒者（n  = 50）进行了八个焦点小组，按年龄（18-24、25-35）、性别（女性、男性）和社会等级（ABC1、C2DE）进行细分，以探索意识在现有包装上使用健康信息和信息，以及对大小（小、大）、形式（纯文本、文本和图像）和信息内容（一般、具体）不同的新颖包装正面警告的看法。

结果

一些健康信息和信息的独立回忆率很高（例如单位、怀孕符号）；然而，大多数参与者没有注意或有意义地参与这些，认为它们不引人注目、晦涩难懂和无效。参与者对酒类公司在产品健康信息方面的动机持怀疑态度。他们惊讶地看到关于酒精产品的新警告，但普遍支持将其列入。大多数人认为这些警告可以提高人们对酒精相关危害的认识，特别是对于年轻或潜在的饮酒者。在包装正面带有特定信息的大型组合（文本和图像）警告被认为是最具吸引力和潜在有效的。

结论

苏格兰酒精包装上的健康相关信息和信息未能告知消费者与酒精使用相关的潜在风险。酒精包装上的醒目警告有助于吸引注意力，提高对酒精相关危害的认识，并可能有助于减少消费和酒精相关危害。