Alcohol is classified as a Group 1 carcinogen, and is a leading risk factor for the global burden of disease. However, public awareness of health risks associated with alcohol remains low. This gap in knowledge impacts consumers' abilities to make informed decisions related to alcohol consumption.
Labels on alcohol containers are an effective tool to raise consumer awareness of alcohol-related risks. However, the alcohol industry has previously interfered with their implementation due to concerns about their negative impact on sales.
The current study aims to overcome some of these barriers by partnering with a small local craft brewer to collect real-world data about the effectiveness of the labels. We will be designing and implementing alcohol warning labels that are evidence-based and provide standard drink information and drink limit guidelines. We will test the effectiveness of alcohol warning labels on consumers' attitudes, risk perception, acceptability, and intention in a real-world setting.
This project is funded by the Social Sciences and Humanities Research Council (SSHRC), the federal research agency supporting research and training in the humanities and social sciences. Our study specifically falls under the New Frontiers in Research Exploratory Fund.
Craft brewers have become an important part of small communities, with direct influence on their drinking culture. We hope that by partnering with them, we can use real-world feedback to move the needle forward on the implementation of alcohol warning labels within Canada.