Effectiveness of Warning Labels at Increasing Awareness of Alcohol-Related Cancer Risk Among Heavy Drinkers

Abstract

Background: Although alcoholic beverages were classed as a Group 1 carcinogen over a quarter of a century ago, there is a lack of public awareness of this cancer risk relative to other alcohol-related risks. Increasing drinkers’ awareness of the cancer risk associated with alcohol consumption has therefore been identified as an important component of alcohol harm minimization strategies, with mandatory health warning labels on alcoholic beverage containers considered an important component of such strategies. Aim: To assess the overall effectiveness of a warning statement advising of the cancer risk associated with alcohol consumption and effectiveness relative to statements advising of other health risks. Methods: An online survey was administered to 364 Australians (72% male) who reported drinking at levels associated with long-term risk of harm. Respondents were randomly exposed to one of five statements relating to the risks associated with alcohol consumption (cancer, liver damage, diabetes, mental illness, heart disease). Pre and post measures of risk beliefs and drinking intentions were taken. Results: Exposure to a warning statement advising of the cancer risk associated with alcohol consumption resulted in (i) a significant increase in the extent to which respondents exposed to that statement believed alcohol to be a risk factor for cancer and (ii) a significant reduction in consumption intentions. Exposure to the cancer risk statement was associated with the second largest pre to post change in consumption intentions behind the diabetes risk statement. Conclusion: Warning statements informing drinkers of the cancer risk associated with alcohol consumption can produce (i) increases in the awareness of alcohol-related cancer risk and (ii) favorable changes in drinking intentions.