Abstract
BackgroundExplicit labelling of lower strength alcohol products could reduce alcohol consumption by attracting more people to buy and drink such products instead of higher strength ones. Alternatively, it may lead to more consumption due to a ‘self-licensing’ mechanism. Equivalent labelling of food or tobacco (for example “Low fat” or “Low tar”) could influence consumption of those products by similar mechanisms. This systematic review examined the effects of ‘Low alcohol’ and equivalent labelling of alcohol, food and tobacco products on selection, consumption, and perceptions of products among adults.MethodsA systematic review was conducted based on Cochrane methods. Electronic and snowball searches identified 26 eligible studies. Evidence from 12 randomised controlled trials (all on food) was assessed for risk of bias, synthesised using random effects meta-analysis, and interpreted in conjunction with evidence from 14 non-randomised studies (one on alcohol, seven on food and six on tobacco). Outcomes assessed were: quantities of the product (i) selected or (ii) consumed (primary outcomes - behaviours), (iii) intentions to select or consume the product, (iv) beliefs associated with it consumption, (v) product appeal, and (vi) understanding of the label (secondary outcomes – cognitions).ResultsEvidence for impacts on the primary outcomes (i.e. amounts selected or consumed) was overall of very low quality, showing mixed effects, likely to vary by specific label descriptors, products and population characteristics. Overall very low quality evidence suggested that exposure to ‘Low alcohol’ and equivalent labelling on alcohol, food and tobacco products can shift consumer perceptions of products, with the potential to ‘self-licence’ excess consumption.ConclusionsConsiderable uncertainty remains about the effects of labels denoting low alcohol, and equivalent labels, on alcohol, food and tobacco selection and consumption. Independent, high-quality studies are urgently needed to inform policies on labelling regulations.
Highlights
Explicit labelling of lower strength alcohol products could reduce alcohol consumption by attracting more people to buy and drink such products instead of higher strength ones
This inferential claim is based on triangulation between three findings: (1) the results of a single, nonrandomised controlled trial of alcohol product labels, that participants correctly understood the calorie and carbohydrate contents of the product to be lower when exposed to beer bottles labelled as ‘Light’; (2) evidence from randomised controlled trials of food product labels that participants understood products labelled with ‘Low fat’ or equivalent descriptors to contain fewer calories; and (3) evidence from non-randomised studies of tobacco product labels that participants believed cigarettes in packs displaying label descriptors such as ‘Light’ and ‘Mild’ to be less harmful to health and to deliver less tar
Considerable uncertainty remains about whether and how much amending or extending the range of alcohol strengths to which label descriptors denoting low strength can be applied might contribute to reducing alcohol consumption at population level
Summary
Explicit labelling of lower strength alcohol products could reduce alcohol consumption by attracting more people to buy and drink such products instead of higher strength ones. It may lead to more consumption due to a ‘self-licensing’ mechanism. Equivalent labelling of food or tobacco (for example “Low fat” or “Low tar”) could influence consumption of those products by similar mechanisms. This systematic review examined the effects of ‘Low alcohol’ and equivalent labelling of alcohol, food and tobacco products on selection, consumption, and perceptions of products among adults
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