This study found that by design, alcohol companies frame RDMs to promote alcohol consumption and individual responsibility. Thus, it engenders subjective interpretations, including high-risk alcohol use behaviors.
Policy-makers should jettison self-regulation, implement alcohol policies, and introduce low-risk alcohol use guidelines to reduce harm.
Stand-alone public health interventions that promote abstinence or low-risk alcohol use behaviors should be developed. Drinkaware’s and DrinkIQ’s websites should be avoided. All messaging about preventing alcohol harm should be included in native languages to be effective.