Abstract
Objective:Media coverage of alcohol-related policy measures can influence public debate and is often more aligned with interests of the alcohol industry than public health. The purpose of this study was to examine the framing of news coverage of alcohol warning label (AWL) initiatives that included a cancer message on alcohol containers in two different countries. Policy contexts and industry perspectives were also evaluated.Method:We identified and systematically reviewed news articles published between 2017–2019 covering an AWL academic study in Yukon, Canada, and labeling provisions in a Public Health (Alcohol) Bill in Ireland. Both included a cancer message. News stories were coded for media type and topic slant; inclusion of alcohol industry perspectives was examined using content analysis.Results:Overall, 68.4% of media articles covering the Yukon Study (n = 38) and 18.9% covering the Ireland Bill (n = 37) were supportive of AWLs with a cancer message. The majority of articles in both sites presented alcohol industry perspectives (Yukon, 65.8%; Ireland, 86.5%), and industry arguments opposing AWLs were similar across both contexts. In articles with statements from industry representatives, the label message was frequently disputed by distorting or denying the evidence that alcohol causes cancer (n = 33/43).Conclusions:News coverage of AWLs with a cancer message was more supportive in Canada than Ireland, where alcohol industry perspectives were consistently foregrounded. Industry arguments opposing the cancer label bore similarities across contexts, often distorting or denying the evidence. Increasing awareness of industry messaging strategies may generate more critical coverage of industry lobbying activities and increase public support for alcohol policies. (J. Stud. Alcohol Drugs, 81, 273–283, 2020)
Highlights
We identified 38 articles eligible for inclusion related to the Yukon Study during the set timeframe
The publication dates of articles related to the Yukon Study ranged from November 22, 2017, to June 21, 2018, with the majority published in January 2018 following the announcement that application of the study intervention labels at the liquor store had been halted as a result of alcohol industry pressure (Figure 2)
Media coverage of the Yukon Study in Canada was largely supportive of alcohol warning label (AWL) with a cancer message, whereas coverage of the Ireland Bill was mainly opposed to the cancer labels and consistently foregrounded alcohol industry perspectives
Summary
The new labels formed part of a quasi-experimental study in Whitehorse, Yukon (intervention site) and Yellowknife, Northwest Territories (comparison site), both located in northern Canada (see Vallance et al, 2020, for full study protocol). Both sites had already been applying post-manufacturer text-based AWLs by local directive since 1991 cautioning about the risks of drinking during pregnancy; the Northwest Territories label carries an additional warning similar to that of the mandatory US label (Alcoholic Beverage Health Warning Statement, 2008) about impaired driving and general health risks. The territorial government agreed to resume the study in February 2018 on the condition that the cancer warning label be permanently removed from rotation to avoid potential litigation by the alcohol industry (Joannou, 2018)
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