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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.

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|April 12, 2017
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The alcohol industry uses "responsible drinking" vaguely, avoiding government guidelines. This term, favored by industry, emphasizes individual risk management over clear public health recommendations.

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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.