The alcohol industry is increasingly marketing some products as ‘healthier’ options by promoting product features such as low in sugar, lower calorie/kilojoule, organic, natural, and additive free. This ‘health-oriented alcohol marketing’ may mislead consumers into underestimating or minimising alcohol-related health harms and may therefore undermine alcohol harm reduction efforts. The aim of this project is to assess the impact of health-oriented marketing on alcohol product perceptions among young adults using focus groups and an online experimental study. The studies will provide insight into whether this form of marketing misleads young people to perceive alcohol as ‘healthier’ and less harmful to health.
CBRC staff
Dr Ashleigh Haynes, A/Prof Helen Dixon, Prof Melanie Wakefield
Collaborators
Dr Zenobia Talati (Telethon Kids Institute), Danica Keric, Julia Stafford, Ainslie Sartori, Gael Myers (Cancer Council Western Australia), Jane Martin (Prevention Division, Cancer Council Victoria)
Funding
Healthway
Years
2022 - present
