Scientists find that linking alcohol to cancer and counting drinks reduces consumption effectively
A study of nearly 8,000 people found a simple two-step method that helps people drink less alcohol
Scientists have identified an effective approach for reducing people's alcohol consumption, according to new research involving nearly 8,000 participants.
The study found that one particular combination of messaging — explaining why people should drink less and showing them how to do so — proved most effective at promoting healthier drinking behaviour.
The technique is straightforward: highlight the link between alcohol and cancer, and pair that information with the practical step of counting every drink consumed.
The research
"Telling people alcohol causes cancer is just part of the solution – we also need to give them ways to take action to reduce their risk," said economist and consumer psychologist Simone Pettigrew from The George Institute for Global Health in Australia, when the findings were published in 2021.
The study was conducted across three surveys. A total of 7,995 people completed the first; 4,588 of those returned for a second survey three weeks later; and 2,687 completed a final survey three weeks after that.
Participants were divided into groups and presented with various advertisements and messages related to alcohol consumption.
One combination stood out clearly against the control group: a television advertisement linking alcohol to cancer, paired with the suggestion to keep a tally of drinks consumed.
This was not only one of the most effective approaches at prompting people to attempt to cut down — it was the only combination in which participants actually achieved a significant reduction in alcohol consumption over the six-week study period.
Other strategies, such as encouraging participants to decide on a set number of drinks and adhere to it, prompted some volunteers to try to reduce their intake, but produced less conclusive results.
Why cancer messaging matters
"Many people don't know that alcohol is a carcinogen. It's important information that drinkers should have access to," Pettigrew argued.
"We found that pairing information about alcohol and cancer with a particular practical action – counting their drinks – resulted in drinkers reducing the amount of alcohol they consumed," she said.
The broader health risks of alcohol
Excessive alcohol consumption is associated with far more than cancer risk. It has been linked to a wide range of serious health problems, including premature death, heart disease, digestive issues and an increased risk of dementia.
According to the World Health Organisation, alcohol consumption can be attributed to as many as 7 per cent of premature deaths worldwide.
Whilst health agencies have explored strategies such as restricting availability and raising the cost of alcohol, personal choices will ultimately determine whether long-term behavioural change is achieved.
Implications for public health campaigns
"There are limited resources available for alcohol harm-reduction campaigns, so it's important to find out which messages resonate best to ensure they have the best chance of working," Pettigrew said.
The study's participants were selected to be broadly representative of the Australian drinking public, and the researchers acknowledged that results may not translate uniformly to other populations.
Nevertheless, the findings offer a promising direction for public health investment.
"These findings provide new evidence to support investment in the most effective forms of public education to address alcohol harm across the population," Pettigrew concluded.
