Dossou Gloria Thomasia, Guillou-Landreat Morgane, Lemain Loic, Lacoste-Badie Sophie, Critchlow Nathan, Gallopel-Morvan Karine
LUMEN (ULR 4999), ILIS, Faculty of Engineering and Health Management, University of Lille, 42 rue Ambroise Paré, 59120 Lille, France.
EA 7479 SPURBO, School of Medicine, University Bretagne Occidentale, 5 Avenue Camille Desmoulins, 29200 Brest, France.
Int J Environ Res Public Health. 2023 Aug 7;20(15):6541. doi: 10.3390/ijerph20156541.
Research on alcohol warnings has increased in the last decade, providing key evidence to governments on warning format and contents. The bulk of this research, however, has been conducted in Anglosphere countries, whereas fewer studies have focused on other countries which have high per capita alcohol consumption, and where the high social acceptability of drinking is liable to affect how people accept and react to prevention measures. Since France has one of the highest per capita alcohol consumption rates in the world according to the World Health Organization (WHO), we therefore explore how young adults in France react to warnings on alcoholic beverage advertisements. We conducted 25 in-depth interviews, in 2017, with 18-25-year-old drinkers in France. Respondents were asked open-ended questions on the perceived impact of various warning contents (i.e., on health risk, social-cost risk, and on short- vs. long-term risk) and formats (text only vs. larger text combined with colored pictograms). Warnings that targeted youth-relevant risks (i.e., road accidents or sexual assault) were considered to be the most meaningful and credible, although warnings communicating longer term risks (i.e., brain, cancer) were also thought to be influential. Less familiar risks, such as marketing manipulation and calorie intake, elicited the most negative reactions. Larger text-and-pictogram warnings were considered to be the most effective format in capturing attention and increasing awareness. Regardless of format and content, however, these warnings were not perceived as effective for decreasing alcohol consumption.
在过去十年中，关于酒精警示的研究有所增加，为政府提供了有关警示形式和内容的关键证据。然而，这项研究大部分是在英语国家进行的，而较少有研究关注其他人均酒精消费量高、饮酒的社会接受度高且可能影响人们对预防措施的接受和反应方式的国家。根据世界卫生组织（WHO）的数据，法国是世界上人均酒精消费率最高的国家之一，因此我们探讨法国的年轻人对酒精饮料广告警示的反应。2017年，我们对法国18至25岁的饮酒者进行了25次深入访谈。受访者被问及关于各种警示内容（即健康风险、社会成本风险以及短期与长期风险）和形式（仅文字形式与加大文字并配以彩色象形图的形式）的感知影响的开放式问题。针对与年轻人相关风险（即道路事故或性侵犯）的警示被认为是最有意义和最可信的，尽管传达长期风险（即大脑、癌症）的警示也被认为有影响力。不太熟悉的风险，如营销操纵和卡路里摄入，引发了最负面的反应。加大文字并配以象形图的警示被认为是吸引注意力和提高意识的最有效形式。然而，无论形式和内容如何，这些警示都未被视为对减少酒精消费有效。
