Graphic ads showing long-term alcohol effects most effective in reducing intake: research

UPDATE: GRAPHIC labelling, similar to that of cigarettes, could be used on alcohol packaging to reduce drinkers’ booze intake.

Alcohol packaging could go the way of cigarettes, as new research reveals the power of graphic advertising on reducing drinkers’ booze intake. Generic picture: Getty

ALCOHOL packaging could go the way of cigarettes, as new research reveals the power of graphic advertising on reducing drinkers’ booze intake.

Graphic ads showing the long-term effects of alcohol on the body and how it can increase the risk of cancer were rated most effective in motivating drinkers to turn away from the bottle, according to Cancer Council Victoria research published today.

Regular drinkers who took part in the study watched several alcohol advertisements and were asked to rate how effective each was in motivating them to curb their drinking habits.

A screenshot of an alcohol advertisement highlighting the impact excess consumption has on the body.

A graphic ad showing alcohol mutating cancerous cells across the body rated the highest, while an ad asking drinkers to replace beer with water rated least effective.

CCV CEO Todd Harper said more than 3200 Australian cancer cases could be prevented if people limited their alcohol consumption.

Despite this, research shows an alarming number of Victorians do not believe or are not sure if alcohol is carcinogenic.

“It’s worrying because alcohol is a Group 1 carcinogen — the highest classification available. It means that there is strong evidence that alcohol causes cancer at some body sites in humans,” he said.

“We know that every drink increases your risk of cancer of the mouth, throat, bowel, liver and female breast.”

The research will help shape future campaigns warning of the risks of drinking.

Cancer Council Victoria CEO Todd Harper.

Alcohol Beverages Australia spokesman Fergus Taylor said advertisements depicting harmful effects of excessive alcohol consumption are not a true reflection of health risks associated with responsible consumption.

“While such advertisements can play a role in raising awareness among problem drinkers, they need to be much clearer about the very high levels of drinking that are relevant to significantly increased cancer risks,” Mr Taylor said.

Mr Taylor said plenty was already being done to fight alcoholism.

“The industry has long advocated for targeted measures to deal with specific areas of problem consumption and misuse, as opposed to broadbased, population-wide measures like ads that use cynical scare tactics to frighten responsible drinkers”.

A screenshot of an alcohol advertisement highlighting the impact excess consumption has on the body.

The graphic advertisement details how excess alcohol consumption is carcinogenic.

Graphic labelling similar to those displayed on cigarette packs could also be introduced to minimise harmful drinking.

“Labels on alcohol provide the unique opportunity to provide health information at the point of purchase and that may be helpful to aid consumers’ understanding of health impacts,” Mr Harper said.

Federal Health Minister Greg Hunt said: “I could not be a more committed supporter of strong, graphic advertising about the effects of alcohol, drugs and tobacco.”

A spokesman for state Health Minister Jill Hennessy said the government would consider the findings of the study.

“The government supports actions to reduce risky drinking,” the spokesman said.

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