Understanding the effectiveness of advertisements about the long-term harms of alcohol and low-risk drinking guidelines: A mediation analysis

Emily Brennan, Danielle A.J.M. Schoenaker, Kimberley Dunstone, Michael D. Slater, Sarah J. Durkin, Helen G. Dixon, Simone Pettigrew and Melanie A. Wakefield

Social Science & Medicine, 2021, vol. 270, issue C

Abstract: Many people overestimate the amount of alcohol that increases their risk of harm and so may not perceive any need to change their drinking behaviour. Several countries have developed low-risk drinking guidelines, yet awareness of these guidelines remains low. Furthermore, mass media campaigns about alcohol-related harms may have limited impact if people do not perceive their current consumption as potentially harmful. Integrating drinking guidelines into media campaigns about alcohol's harms can concurrently provide drinkers with information about low-risk drinking levels and compelling reasons to comply.

Keywords: Alcohol; Alcohol harm reduction advertisements; Low-risk drinking; Guidelines; Mediation (search for similar items in EconPapers)
Date: 2021
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DOI: 10.1016/j.socscimed.2020.113596

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