Gallopel-Morvan Karine, Duche Quentin, Diouf Jacques François, Lacoste-Badie Sophie, Droulers Olivier, Moirand Romain, Bannier Elise
Univ Rennes, EHESP, CNRS, Inserm, Arènes - UMR 6051, RSMS - U 1309, Rennes, France.
Univ Rennes, Inria, CNRS, Inserm, IRISA, EMPENN ERL U1228, Rennes, France.
Alcohol Clin Exp Res (Hoboken). 2024 Aug;48(8):1610-1620. doi: 10.1111/acer.15389. Epub 2024 Jul 27.
Although the World Health Organization recommends visible and clear warning labels about the risks of alcohol consumption on containers and advertising, many of the currently used labels are too small to be visible. This study investigated the brain activity (using fMRI) and alcohol consumption intentions of French young men exposed to two warning formats displayed on alcoholic beverage advertisements: a small Text-only Alcohol Warning (TAW) currently used in many countries, and a larger text-and-picture alcohol warning (PAW).
Seventy-four eligible 18-25-year-old male drinkers completed a face-to-face individual visit with a physician expert in addiction medicine. This was followed by the fMRI session during which they viewed 288 stimuli [96 alcohol advertisements with TAWs, the same 96 advertisements with PAWs, and 96 water advertisements (controls)] for 3 s each. If the advertisement made participants want ("yes")/do not want ("no") to consume the product, they pressed the corresponding button (self-report responses). The number of "yes" responses was compared between advertisement types with a paired sample t-test. Whole-brain and region-of-interest (ROI) analyses of the fMRI data were performed.
Whole-brain BOLD fMRI highlighted contrasting effects of PAWs and TAWs. Compared with TAWs, PAWs elicited more activation in the precuneus, angular gyrus, occipital, frontal and temporal areas, and less activation in the nucleus accumbens, ventral tegmental areas, and putamen areas (regions of the reward circuit). The ROI analysis confirmed less activation in the reward circuit (left and right ventral tegmental areas, left and right nucleus accumbens) when viewing PAWs than TAWs. Analysis of the self-report responses indicated that the desire to consume the advertised alcohol product was lower when PAWs were viewed (compared with TAWs) (T = 8.18, p < 10).
This is the first fMRI study to assess the effect of different alcohol warning formats. Our findings show that compared with TAWs, stronger PAWs in advertisements elicited less activity in key regions of the reward system. This suggests that the effects may influence the desire to consume alcohol products (self-report response analysis). These results could help policymakers who are interested in developing more effective labeling measures that target young people.
尽管世界卫生组织建议在容器和广告上设置关于饮酒风险的醒目且清晰的警示标签，但目前许多使用的标签过小而难以看清。本研究调查了法国年轻男性在接触两种展示于酒精饮料广告上的警示形式时的大脑活动（使用功能磁共振成像）及饮酒意愿，这两种警示形式分别是：许多国家目前使用的仅包含文字的小型酒精警示（TAW），以及更大的文字加图片的酒精警示（PAW）。
74名符合条件的18至25岁男性饮酒者与成瘾医学专家医生进行了面对面的个人访谈。随后进行功能磁共振成像 session，在此期间他们观看288个刺激物[96个带有TAW的酒精广告、同样的96个带有PAW的广告以及96个水广告（对照）]，每个刺激物观看3秒。如果广告使参与者想要（“是”）/不想（“否”）消费该产品，他们就按下相应按钮（自我报告反应）。通过配对样本t检验比较不同广告类型之间“是”反应的数量。对功能磁共振成像数据进行了全脑和感兴趣区域（ROI）分析。
全脑血氧水平依赖性功能磁共振成像突出了PAW和TAW的对比效果。与TAW相比，PAW在前楔叶、角回、枕叶、额叶和颞叶区域引发更多激活，而在伏隔核、腹侧被盖区和壳核区域（奖赏回路区域）引发的激活较少。ROI分析证实，观看PAW时奖赏回路（左右腹侧被盖区、左右伏隔核）的激活比观看TAW时少。对自我报告反应的分析表明，观看PAW时（与TAW相比）对广告中酒精产品的消费欲望较低（T = 8.18，p < 10）。
这是第一项评估不同酒精警示形式效果的功能磁共振成像研究。我们的研究结果表明，与TAW相比，广告中更强的PAW在奖赏系统的关键区域引发的活动较少。这表明这些效果可能会影响饮酒产品的消费欲望（自我报告反应分析）。这些结果可为有兴趣制定针对年轻人的更有效标签措施的政策制定者提供帮助。
