Consumer reactions to multiple and single health warnings on static alcohol ads: A factorial survey experiment with a convenience sample of adults in Ireland

IF 3 3区医学 Q2 SUBSTANCE ABUSE

Drug and alcohol review Pub Date : 2024-12-12 DOI:10.1111/dar.13990

Vania Filipova, Daire Hooper, Patrick Kenny

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引用次数: 0

Abstract

Introduction

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.

Methods

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.

Results

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).

Discussions and Conclusions

A single health warning emphasising cancer risk could be a useful starting point for policymakers when implementing health warnings in alcohol ads.

Abstract Image

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消费者对静态酒精广告上的多个和单个健康警告的反应：爱尔兰成年人方便样本的析因调查实验。

导言：作为向消费者告知酒精健康风险的多项措施的一部分，爱尔兰政府签署了《2018年公共健康（酒精）法案》，其中第13条要求在所有酒精广告中实施多重健康警示。尽管产品标签上的健康警示一直是政治讨论和学术研究的热点，但酒类广告中的健康警示却很少受到关注：方法：我们对爱尔兰的成人样本（n = 932）进行了一次主体间因子调查实验，比较了在两种类型的静态酒类广告上显示的单文字、多文字和令人震惊的图像加文字健康警示--一种是以人们饮酒的社会图像为主题的广告，另一种是仅以酒类产品为主题的广告。在观看有健康警示或无健康警示的酒类广告后，对健康警示的可信度、负面情绪、感知到的饮酒风险和减少饮酒的自我效能进行了测量：结果：与多文字健康警示相比，单文字健康警示（包括和不包括令人震惊的图像）在增加负面情绪方面更有效（p ≤ 0.001），而多文字健康警示比单文字健康警示更可信（p ≤ 0.001）。对感知到的饮酒风险和减少饮酒的自我效能没有发现明显的影响（p > 0.05）。不同人群和不同类型的酒类广告在所有结果上的警示效果均无差异（P > 0.05）：讨论与结论：强调癌症风险的单一健康警示可以作为政策制定者在酒类广告中实施健康警示的有益起点。

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来源期刊

Drug and alcohol review SUBSTANCE ABUSE-

CiteScore

4.80

自引率

10.50%

发文量

151

期刊介绍： Drug and Alcohol Review is an international meeting ground for the views, expertise and experience of all those involved in studying alcohol, tobacco and drug problems. Contributors to the Journal examine and report on alcohol and drug use from a wide range of clinical, biomedical, epidemiological, psychological and sociological perspectives. Drug and Alcohol Review particularly encourages the submission of papers which have a harm reduction perspective. However, all philosophies will find a place in the Journal: the principal criterion for publication of papers is their quality.