Defining Strategies for Promoting Product Through ‘Drink Responsibly’ Messages in Magazine Ads for Beer, Spirits and Alcopops

A study of “drink responsibly” messages in US magazines published in Drug and Alcohol Dependence found that “responsibility messages were overwhelmingly used to promote product rather than convey relevant public health information… Existing responsibility messages are largely ineffective at conveying relevant public health information, and should be supplemented by or replaced with prominently placed, externally developed, cognitively tested warnings that do not reinforce marketing messages.”