Filipova Vania, Hooper Daire, Kenny Patrick
School of Marketing & Entrepreneurship, Tallaght Campus, Technological University Dublin, Dublin, Ireland.
School of Management, People & Organisations City Campus, Technological University Dublin, Dublin, Ireland.
Drug Alcohol Rev. 2025 Feb;44(2):389-402. doi: 10.1111/dar.13990. Epub 2024 Dec 12.
As part of several measures to inform consumers about the health risks of alcohol, the Irish Government signed into law the Public Health (Alcohol) Act 2018, with Section 13 requiring the implementation of multiple health warnings in all alcohol ads. Although health warnings on product labels have been subject to intensive political discussion and academic research, health warnings in alcohol ads have received little attention.
A between-subject factorial survey experiment was conducted with a convenience sample of adults in Ireland (n = 932) to compare single-text, multiple-text and shocking image-and-text health warnings displayed on two types of static alcohol ads-an ad with social imagery featuring people drinking alcohol and an ad featuring only the alcohol product. Believability of health warnings, negative emotions, perceived risks of alcohol use and self-efficacy to drink less were measured after viewing each alcohol ad with or without health warnings.
Single-text health warnings, with and without shocking imagery, were more effective in increasing negative emotions than multiple-text health warnings (p ≤ 0.001), whereas multiple-text warnings were found to be more believable than single-text warnings (p ≤ 0.001). No significant effects were found on perceived risks of alcohol use and self-efficacy to drink less (p > 0.05). The warnings did not differ across demographic groups and the type of alcohol ads on all outcomes (p > 0.05).
A single health warning emphasising cancer risk could be a useful starting point for policymakers when implementing health warnings in alcohol ads.
作为向消费者告知酒精健康风险的多项措施的一部分，爱尔兰政府将《2018年公共卫生（酒精）法案》签署成为法律，其中第13条要求在所有酒精广告中实施多项健康警告。尽管产品标签上的健康警告一直是政治讨论和学术研究的重点，但酒精广告中的健康警告却很少受到关注。
对爱尔兰的成年便利样本（n = 932）进行了一项组间析因调查实验，以比较在两种类型的静态酒精广告上展示的单文本、多文本以及令人震惊的图像与文本健康警告，这两种广告分别是带有人们饮酒的社交意象的广告和仅展示酒精产品的广告。在观看有无健康警告的每则酒精广告后，测量健康警告的可信度、负面情绪、饮酒的感知风险以及减少饮酒的自我效能感。
无论有无令人震惊的意象，单文本健康警告在增加负面情绪方面比多文本健康警告更有效（p≤0.001），而多文本警告被发现比单文本警告更可信（p≤0.001）。在饮酒的感知风险和减少饮酒的自我效能感方面未发现显著影响（p>0.05）。在所有结果上，警告在不同人口群体和酒精广告类型之间没有差异（p>0.05）。
强调癌症风险的单一健康警告可能是政策制定者在酒精广告中实施健康警告时的一个有用起点。
