Beyond the label: analyzing the presence and information behind the QR codes on alcohol containers in 13 European countries

Abstract

Introduction

Digital labelling through quick-response (QR) codes is increasingly proposed by the alcohol producers to inform consumers without significantly modifying their original labels. Current alcohol labelling policy discourse in Europe often revolves around the advantages and disadvantages of digital labelling, yet evidence on actual practices and the information provided through QR codes is lacking. This study aimed to assess the presence of QR codes on alcohol labels in 13 European countries, as well as the accessibility and content of the information behind those.

Methods

The study methodology was developed with the EVID-ACTION Youth Network, with members sampling stores and products based on a co-developed mapping protocol. Thirty-four stores in 25 cities across 13 European countries were visited between April and August 2024. Descriptive analysis was conducted by beverage type and country.

Results

Of 1815 products examined, 31 % contained QR codes (23 % beers, 37 % wines, 30 % spirits). Most QR codes (84 %) were positioned on the back of containers, and 61 % had no explanatory text about their purpose. Most accessed websites were in local languages (75 %), with 36 % requiring age information to enter. Websites most commonly contained brand/drink information (46 %), followed by nutritional information (42 %), health information (42 %), and ingredient information (41 %).

Discussion

Almost a third of alcoholic beverages in 13 European countries contained QR code. However, most labels did not specify the purpose of the code. Furthermore, given the website content, there is concern that they serve as a promotional tool rather than providing access to nutritional and risk information.