Examine finds 1 in 2 pre-mixed alcohol merchandise characteristic deceptive diet claims

New analysis exhibits that alcohol producers are including diet messages to their pre-mixed alcohol merchandise to lure in shoppers, a transfer that public well being specialists say ought to immediate regulators to take pressing motion to limit claims.

The research, revealed within the Australian and New Zealand Journal of Public Well being, analyzed nearly 500 pre-mixed merchandise present in three main alcohol retailers and located that over half (52%) had at the very least one nutrition-related declare, regardless of alcohol being inherently unhealthy.

The most typical claims associated to “naturalness” (32%) and vitality content material (32%), whereas 31% made claims about sugar content material. Others associated to gluten (23%), carbohydrate content material (20%) or being vegan (14%).

Lead writer, Bella Sträuli from The George Institute for World Well being says that diet claims had been discovered on nearly all exhausting seltzers.

“Some 96% of exhausting seltzers, that are predominately focused at youthful drinkers, included diet claims, with a median of three.4 claims per product. Additionally they often appeared on vodka pre-mixed merchandise (44%) and gin-mixed drinks (40%).”

Analysis co-author, Professor Simone Pettigrew from The George Institute for World Well being, says it isn’t too late for regulators to behave.

“Within the wake of rising consciousness and overwhelming proof in regards to the damaging well being impacts of ingesting, the alcohol business is utilizing diet messaging to present their merchandise a well being halo,” Prof Pettigrew says.

“It is a tactic borrowed from the meals business that is significantly focused at younger folks, who’re extra well being aware.

“We discovered that pre-mixed drinks had a median of 1.5 diet claims per product. These sorts of claims intentionally mislead shoppers in regards to the healthiness of alcohol merchandise, and a few are only a sham. As an example, we discovered vegan and gluten claims on merchandise which are inherently animal product and gluten-free.

“Pre-mixed alcohol producers are taking benefit of the present Australian alcohol labeling code to make use of nutrition-related claims to advertise these merchandise in methods prone to improve their perceived healthiness, whereas downplaying alcohol well being dangers.

“We urgently want extra stringent regulation of claims on alcohol to keep away from shoppers being blatantly misled. There’s a window of alternative to close this down earlier than it will get out of hand.”

Adjunct Professor Terry Slevin, CEO Public Well being Affiliation of Australia, says the technique is an indication of an irresponsible business desperately making an attempt to make sure Australians proceed to drink.

“There isn’t any protected stage of alcohol use, and it has no dietary profit. There is not a wholesome alcohol possibility. No matter product sort, all alcohol is a carcinogen, and alcohol is related to vital bodily and psycho-social harms.

“Grog continues to be one in all Australia’s largest public well being challenges. We want complete Authorities motion, not solely proscribing diet claims on labels, but additionally minimal alcohol pricing, consciousness campaigns, strict warning label necessities and restrictions on alcohol promoting to guard youngsters.”

Offered by
Australian and New Zealand Journal of Public Well being