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Published on: January 7, 2019
What does the alcohol industry mean by 'Responsible drinking'? A comparative analysis.
N Maani Hessari1, M Petticrew1
1Department of Social and Environmental Health Research, London School of Hygiene and Tropical Medicine, London, UK.
Journal of Public Health (Oxford, England)
|April 12, 2017
Summary
The alcohol industry uses "responsible drinking" vaguely, avoiding government guidelines. This term, favored by industry, emphasizes individual risk management over clear public health recommendations.
Area of Science:
- Public Health
- Corporate Social Responsibility
- Health Communication
Background:
- The alcohol industry employs "responsible drinking" messaging within its Corporate Social Responsibility (CSR) initiatives.
- Concerns exist that this messaging is vague and serves industry interests over public health.
- The study investigates the industry's definition and application of "responsible drinking".
Purpose of the Study:
- To analyze how the alcohol industry defines and utilizes the concept of "responsible drinking."
- To compare industry messaging with public health perspectives.
Main Methods:
- Qualitative documentary analysis of industry and public health organization documents.
- Iterative coding of materials using NVivo software.
- Analysis of findings using a hermeneutic approach.
Main Results:
- "Responsible drinking" is predominantly used by the alcohol industry and its funded bodies.
- The term lacks a clear definition tied to specific alcohol consumption levels.
- Government alcohol guidelines are seldom referenced in industry messaging.
Conclusions:
- "Responsible drinking" is an ambiguous, industry-linked term with varied interpretations.
- Industry messaging prioritizes individual responsibility and risk management, diverging from government guidelines.
- Public health professionals should use precise language regarding lower-risk alcohol consumption.
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