The Harm Caused by ‘‘Drink Responsibly’’ Messages

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.