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Table 1 Alcohol warning advertisements presented in the study, ranked by mean perceived effectiveness

From: Viewing alcohol warning advertising reduces urges to drink in young adults: an online experiment

Title

Country

Duration (seconds)

Message content

Presentation style

Perceived effectiveness

Know your limits (Male)

UK

39

Injury, social consequences

Graphic, depiction

6.68

It’s how we’re drinking

New Zealand

45

Harm to others

Graphic, depiction

6.59

Rethink drink

Australia

38

Harm to others

Depiction

6.47

Another night wasted

UK

40

Short-term health effects, social consequences

Graphic, depiction

6.44

Don’t turn a night out into a nightmare

Australia

90

Injury

Graphic, testimonial

6.09

What you can’t see

Australia

30

Long-term health effects

Depiction

6.00

Tumour

UK

40

Long-term health effects

Graphic

5.90

Smooth

Sweden

60

Short-term effects, harm to others, dependence

Depiction

5.78

Who is in control

UK

69

Short-term health effects, social consequences

Graphic, depiction

5.57

Had enough

Rep. of Ireland

42

Harm to others

Depiction

5.52

Superhero

UK

43

Injury

Graphic, depiction

5.47

I See

Australia

45

Short- and long-term health effects, social consequences

Graphic, testimonial

5.47

Know your limits (Female)

UK

40

Injury, social consequences

Graphic, depiction

5.06

Don’t drink like a pig

Iceland

52

Harm to others, criminal behaviour

Depiction

4.60

You wouldn’t sober

UK

40

Harm to others

Animated text

4.41