Awareness of product-related information, health messages and warnings on alcohol packaging among adolescents: A cross-sectional survey in the United Kingdom

Abstract

Background: Alcohol packaging can be used to communicate product-related information, health messages, and health warnings to consumers. We examined awareness and recall of such information and messaging among adolescents in the United Kingdom. Method: A cross-sectional survey was conducted with 11-19 year olds in the United Kingdom (n=3,399), with participants asked if they had seen any information, health messages or warnings on alcohol packaging in the past month (Yes/No) and, if so, what they recalled. We also assessed higher-risk drinking among current drinkers (>5 Alcohol Use Disorders Identification Test-Consumption) and susceptibility to consume among never-drinkers. Results: One-third (32%) of participants had seen information, health messages or warnings on alcohol packaging. Chi-Square tests showed awareness was greater for current drinkers than never-drinkers (46% vs. 19%; p < 0.001), higher-risk drinkers than lower-risk drinkers (55% vs. 39%; P < 0.001), and susceptible never-drinkers than non-susceptible never-drinkers (21% vs. 16%; P = 0.01). Ten messages were recalled, with drinking responsibly (18%) and not drinking during pregnancy (13%) most recalled. Conclusion Most young drinkers, including almost half of higher-risk drinkers, did not recall seeing any information, health messages or warnings on alcohol packaging in the past month, suggesting that current labelling is failing to reach this key audience.