Communicating alcohol-related harms through warning labels: A qualitative study among the adults in the Netherlands

Background Alcohol, a toxic substance, contributes to multiple health problems, including premature death, cancers, injuries, and accidents. Different policy strategies exist to decrease the alcohol consumption, yet, public understanding of alcohol-related harms, in particular cancer risk, remains low. A promising policy option is the use of health warning labels on alcoholic products, however, qualitative research on perceptions and understanding by the local populations is lacking. This qualitative study therefore aimed to better understand the perspectives of the Dutch adult population regarding communicating about alcohol-related harms through warning labels. Method Sixteen adults (18-65 years) were recruited using purposive sampling, and interviewed based on a pre-developed question protocol. Themes were predetermined using the I-Change model using both an inductive and deductive approach to analysis. Results Participants generally revealed support for the implementation of health warning labels, although they reported minimal expected changes in their own drinking behaviour. Specific, negatively-framed messages, particularly those including the word ‘warning’ were perceived as most impactful. Placing health warnings on the front, alongside an image, and using explicit colours such as yellow and red were considered most effective, although participants’ personal preferences regarding acceptability of those characteristics varied. Conclusion With the highest levels of alcohol consumption concentrated in the WHO European Region, labelling must be part of a comprehensive national and European public health approach for the benefit of the general public. By combining alcohol health warning labels with other risk-reducing strategies, better health outcomes can be achieved, thereby reducing alcohol-related harm throughout the WHO European Region.