Study exposes young people's lack of knowledge about the long-term consequences of alcohol consumption

Harmful alcohol use is common amongst younger people: One third of European people aged 15-24 years binge drink (5+ drinks on one occasion) at least once a week during the previous 12 months and over 18% of EU 15-16 year olds have binged three times or more in the last month (Eurobarometer 2009).

Alcohol has toxic effects on the body and it is also a drug that can cause dependence. Alcohol can also exacerbate pre-existing mental and physical disorders, adversely interact with other prescribed and illicit drugs in the body and contribute to a wide range of social problems, including accidents and injuries. Young people are at particular risk because of their vulnerability and because brain development that takes place during adolescent years can be negatively affected (De Bellis et al 2000).

Still a recent European study, the PROTECT project, which assessed young people's attitudes and knowledge about alcohol and alcohol labels, showed that young people's awareness of the health consequences associated with alcohol was quite limited.

The participants in the focus groups conducted as part of the project were mostly aware of short term risks such as road accidents, comas or unwanted sex, but very few had any knowledge about the different conditions caused by alcohol. Participants were surprised by the link between alcohol and breast cancer or brain damage and many showed a genuine interest in being informed about these issues.

Responses to these specific pieces of information suggest that heath awareness campaigns, such as health information labels, that were aimed at increasing awareness of the direct health consequences of alcohol could be expected to affect drinking behaviours over time.

For participants in this research, drinking alcohol was largely associated with social occasions and with being sociable, typically being used to enhance the atmosphere of a night out with friends. It was clear from the focus group discussions that participants were commonly drinking over and above the WHO recommended drinking guidelines.

Young people agreed that more information about the effects of alcohol was needed. Participants generally supported the notion that the labels could provide them with this information and increase their knowledge. However, this support needs to be understood in the context that participants demonstrated considerable resistance to being told what to do.

This research suggests that the labels are likely to be most effective if they are developed to provide new information. They should include evidence where possible, use a factual and serious tone, and aim to educate and inform, rather than be authoritarian or prescriptive of behaviour.

Some participants suggested also adding a link to internet websites on the product label. This could be an appropriate additional – but not substitute – means of offering consumers important information about alcohol products.

The study recommends the use of health advisory labels on alcoholic beverages as part of a comprehensive and integrated public health strategy that promotes a healthier and safer drinking culture in Europe.

Health warnings messages on alcoholic beverages could be a low-cost reminder that alcohol consumption has some risks.

Please follow the links below to read:

· The report of the focus groups with young people

· A review of health warning labelling practices conducted by the Catholic University of Applied Science Cologne, in close cooperation with Eurocare. The report gives an overview of existing practices (both statutory and voluntary) regarding health warnings messages and other information displayed on alcoholic beverages around Europe.

An event was organized in the European Parliament (17 March 2011) to present the results of the project. Click here to read more about the event and watch the video of the seminar.

The PROTECT project - Alcohol labelling policies to protect young people

The objective of the PROTECT project was to gather information about young people's views and attitudes towards alcohol and assess their consumer needs for labeling of alcoholic beverages.

The research was conducted through a series of group discussions organized in six Member States (BE, FR, HU, LT, RO, ES). A total of 126 young adults aged between 18 and 25 took part in these focus groups.

The project also gathered best practices on consumer labelling from all Member States.

This work may serve as a baseline for future European labelling policy that creates a supportive environment to help prevent the harmful use of alcohol amongst young people

Project website: http://protect-project.eu/

For more information please contact:
EUROCARE (European Alcohol Policy Alliance):
Contact: Mariann Skar (Secretary General)
Email: mariann.skar@eurocare.org. Tel: +32 (0)2 736 05 72 or +32 (0) 474 830 041. Website: www.eurocare.org

CRIOC (Centre de recherche et d'information des organisations de consommateurs):
Contact: Patrick Veillard
Email: Patrick.Veillard@oivo-crioc.org. Tel: +32 (0) 547 06 63. Website: www.crioc.be