Regulations relating to the labelling of alcoholic beverages: Comments
Prof Charles Parry
Director: Alcohol & Drug Abuse Research Unit, MRC
24 February 2005

We are in support of the Department of Health's plan to introduce warning labels on alcoholic beverages as part of a broader strategy of reducing the burden of alcohol on South African society.

One of the main reasons for our support of this initiative is the need for a greater balance in the flow of information that the public receives on the topic of alcohol use. Currently over R350 million is spent by the liquor industry on above-the-line advertising alone, with many tens of millions more spent on below-the-line advertising (sports sponsorships, promotions, etc.). It is essential that this is imbalance is countered by messages about responsible drinking put out by a less biased source. Warning labels are one means by which this balance can be achieved.

From research undertaken by the MRC in June and July of 2001 among a nationally representative sample of 2536 adults, it is clear that there is strong support for implementing warning labels. Almost three-quarters (73.9%) of respondents answered 'yes' to the question: "Should the government require alcohol manufacturers to place warning labels on alcohol containers?"

The effectiveness of warning labels is likely to be enhanced if they are rotated, easy to read and conspicuous. In addition, for a country with relatively low rates of adult literacy it might be useful to include provocative pictures. As a next step greater emphasis should be placed on more active forms of counter-advertising using all forms of media (radio, television, etc.) . This could be funded by a levy to be placed on alcohol advertising.

We recommend that labels on alcohol containers should also include the number of standard drinks in the container, the calorific content, and other ingredients. Products with a clear youth appeal should be restricted and special labelling and bottling requirements should be mandated so that alcohol products are distinguishable from non-alcoholic products.

With regard to specific provisions set out in the regulations:

• We recommend that the size of the regulations be increased to a minimum of 20% of the container label in order to make them more noticeable.
• The slogan "Drunken driving causes death" should be modified to "Drinking affects driving ability" and/or "Drink driving causes death".
• We fully support the idea that the liquor industry should not be allowed to state in their labelling that drinking has health benefits ("prohibited statements"). While there may be some benefits to older persons (men over 40 and postmenopausal women), these benefits can be gained in other ways - exercising, eating properly, etc. With the age structure of South African society (mainly under 30 years) and where the net effect of alcohol on society is negative due to alcohol-related violence, injuries, and sexual risk behaviour, it would be irresponsible to allow the industry to put out information on the health benefits of alcohol use.