Fake Transparency: Pernod Ricard’s QR Code Labels Do Nothing for Public Health
Posted on March 20, 2025 in Pernod Ricard, Manipulation, PhilippinesPernod Ricard Philippines is rolling out QR code-enabled digital labels in the Philippines, marketing them as a step toward “consumer transparency” and “responsible drinking.” But this initiative is nothing more than a corporate tactic designed to maintain the status quo – keeping proven policy measures at bay while giving the illusion of accountability.
The fatal flaw of this approach is simple: QR codes require consumers to actively seek out information, something studies have repeatedly shown they do not do. A 2023 pilot study conducted in Barcelona found that out of 7,079 supermarket customers, only six scanned the QR code on an alcohol-related display – a dismal 0.085% usage rate. Even among alcohol buyers, only 2.6 per 1,000 engaged with the code. This aligns with broader research showing that digital labels are ineffective at informing consumers, let alone reducing alcohol harm.
Big Alcohol has been pushing QR codes as an alternative to clear, on-pack health warnings in various countries, particularly in the European Union, where the alcohol industry is aggressively lobbying against cancer warning labels. This pattern reveals the true motive behind Pernod Ricard’s move in the Philippines: to delay and weaken meaningful evidence-based policies while pretending to act responsibly.
Instead of providing clear, upfront pictorial health warnings, digital labels allow alcohol companies to control the narrative. Information found through these QR codes is likely to align with industry messaging, downplaying risks and reinforcing the myth of “responsible drinking” as a safe choice. This is a deliberate distraction from evidence-based policies, such as mandatory health warnings on packaging and common-sense limitations on alcohol marketing.