Life style and Alcohol: A Different Perspective for Alcohol Warning Labels

This paper contributes insights for alcohol warning labels by contextualizing drinking as a part of consumers’ broader life activities. Drawing on Schramm’s Communication Theory (1954) which emphasises the necessity of sender and receiver sharing a common field of experience, we argue that effective alcohol warning labels should reflect drinkers’ life contexts. Data were collected using both narrative interviews and diaries from 25 selfreported ex-binge/excessive drinkers aged 18-38, who changed their lifestyle when quitting excessive drinking. Data were analysed using thematic and structural analysis combined. Three quarters of the respondents reported giving up drinking in order to adopt a healthy lifestyle. One significant motivation to sustain responsible drinking/abstinence was the threat that alcohol poses for their short-term goal of a healthy lifestyle rather than its’ long-term health impacts. Participants reported the damage heavy drinking could cause to their health and fitness goals including gaining excessive weight, missing trips to the gym after suffering a bad hangover and eating unhealthy food after a drinking binge. Thus these consumers perceive drinking not as an isolated activity but as part of their overall lifestyle. Yet most alcohol warning messages are decontextualized which makes them less meaningful and persuasive. Results highlight the importance of adopting a holistic approach to alcohol consumption when developing warning labels.