Alcohol labelling- A lost battle? The effectiveness of responsible drinking messages on alcohol labels and in the supermarkets.
Anand, Tanya (2011) Alcohol labelling- A lost battle? The effectiveness of responsible drinking messages on alcohol labels and in the supermarkets. [Dissertation (University of Nottingham only)] (Unpublished)
This research focuses on enhancing effectiveness of responsible drinking messages (RDMS) on labels for alcohol containers and related communication within the supermarkets. In the UK, misuse of alcohol has imposed significant social and economic costs on the British population. The drinks producers have been blamed for contributing to the problem. Consequently, the UK Government launched an Alcohol Harm Reduction Strategy in 2004, to address the issue, asking for voluntary participation of the drinks producers. The drinks producers were asked to display RDMs on the labels of their alcohol containers. The Government also threatened the drinks industry with legislative action in the event of noncompliance. Unfortunately, these new alcohol labels had a weak impact on consumers. This study is important as it identifies appropriate approaches to promotion of the RDMs on alcohol labels and within the supermarkets that may improve the effectiveness of such messages. Effective communication of RDMs through these media, are likely to minimize alcohol misuse and associated costs to the British society and risks for the drinks producers. This research has been commissioned by Diageo Plc, a leading producer of alcohol drinks. The findings indicate that the current approach to promotion of RDMs, on alcohol labels and in the supermarket communication and the institutional structures needed to support labeling is under developed. This may be contributing to weak consumer engagement with RDMs. The main conclusions drawn from the study are that, if done appropriately, RDMs are likely to be effective. To enhance labeling effectiveness collaboration is needed between the drinks industry, regulatory structures and the government policy to form and implement rules and codes to consistently promote alcohol labeling. The industry must secure stronger commitment from supermarkets as they have the power to influence consumer behavior. Closer engagement with urgent stakeholders is needed to deliver more effective CSR programs around RDMs. Additionally, individual firms need to adopt a unified approach to labeling based adopting best practices for effective labeling. Therefore, alcohol labeling is not a lost battle yet.
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