A Warning That Works: Experimental Evidence on Alcohol Labeling in Chile

A study led by Daniel Schwartz, researcher at the Millennium Institute for Market Imperfections and Public Policy (MIPP), along with Ignacio Torres-Ulloa (PhD candidate, USC) and Camila Corvalán (INTA), reveals that labels informing about the risk of cancer are significantly more effective in reducing the intention to purchase alcohol than those aimed at specific risk groups.

A Public Health Policy Backed by Evidence

Alcohol consumption is responsible for more than 3 million deaths annually worldwide and is associated with multiple chronic diseases, including seven types of cancer. Although the World Health Organization has recommended for years the use of warning labels on alcoholic beverages, most countries have opted for messages focused on specific groups—such as pregnant women or drivers—without clear evidence of their comparative effectiveness.

A National Experiment with a Rigorous Design

This study, commissioned by Chile’s Ministry of Economy, applied a nationally representative randomized experiment through an online supermarket simulation. A total of 7,758 adult alcohol consumers participated, including pregnant or breastfeeding women.

Each participant was randomly assigned to see one of six types of labeling: messages about cancer, warnings about driving, pregnancy/breastfeeding, combinations of warnings, and a control group without warnings. The aim was to evaluate the impact of these messages on the intention to purchase alcoholic versus non-alcoholic beverages.

Results That Make a Difference

Keep reading here: https://www.mipp.cl/miradas/una-advertencia-que-impacta-evidencia-experimental-sobre-el-etiquetado-de-alcohol-en-chile/