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Qualitative analysis of UK women’s attitudes to calorie-based alcohol marketing and alcohol calorie labelling

Atkinson, AM, Meadows, BR, Hobin, E, Vanderlee, LM and Sumnall, H (2024) Qualitative analysis of UK women’s attitudes to calorie-based alcohol marketing and alcohol calorie labelling. Health Promotion International, 39 (1). pp. 1-12. ISSN 0957-4824

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Mandatory standardized nutritional information on alcoholic drinks such as energy, or calorie labelling, is a population-level public health measure aimed at addressing obesity and alcohol consumption. In the UK, such measures are not a statutory requirement, but some alcohol brands do include references to calories on their products and in their marketing materials, as a marketing strategy to encourage sales and consumption. This article presents findings of semi-structured individual (N = 43) and group (N = 9) interviews with 78 women living in the UK that aimed to gain insight into their attitudes towards calorie-based alcohol brand marketing, and alcohol calorie labelling (ACL) as a health policy. Three themes are presented that outline how women rejected calorie marketing and labelling; the potential positive and unintended impact on alcohol consumption and dietary/eating practices; and how views on calorie labelling were intertwined with women’s attitudes towards marketing that draws on calorie messaging. A feminist anti-diet discourse, as well as a discourse of pleasure through alcohol consumption, was at play in women’s accounts, which may limit the intended aims of ACLs. It is concluded that ACLs should be considered within the wider commercial context of alcohol marketing that draws on calories to promote sales and consumption, consideration of the gendered factors that may lead some to reject ACLs as a health policy, and the potential for unintended consequences.

Item Type: Article
Uncontrolled Keywords: 1117 Public Health and Health Services; 1302 Curriculum and Pedagogy; Public Health
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > HF Commerce > HF5001 Business > HF5410 Marketing. Distribution of Products
T Technology > TX Home economics > TX341 Nutrition. Foods and food supply
Divisions: Nursing & Allied Health
Psychology (from Sep 2019)
Publisher: Oxford University Press (OUP)
SWORD Depositor: A Symplectic
Date Deposited: 23 Feb 2024 09:31
Last Modified: 23 Feb 2024 09:38
DOI or ID number: 10.1093/heapro/daae006
URI: https://researchonline.ljmu.ac.uk/id/eprint/22674
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