Labelling on some alcoholic drinks claiming the beverages are low in sugar is misleading some women, researchers say
The women believe the drinks are also lower in alcohol and healthier compared to others without the labelling, a Cancer Council Victoria and University of Melbourne study found.
Behavioural scientist Ashleigh Haynes says the health halo surrounding these alcohol products can give consumers a false sense of security they are healthier than they actually are.
"The alcohol industry targets advertising of these alcohol products to appeal to women, who tend to be more health-conscious than men," she told AAP on Friday.
The so-called health halo can lead to increased consumption of the alcoholic drinks, that account for about 20 per cent of products across a range of beverage categories on the Australian market.
There is no published data in Australia on calorie differences between low-sugar drinks and products with no related claims.
There is no mandatory energy labelling for alcohol products and information is not provided on the packaging of many beverages.
"The marketing spin that surrounds these low sugar alcohol products may lead consumers to purchase them without realising that alcohol is energy-dense and high in kilojoules," Dr Haynes said.
"Yet without clear energy labelling on alcohol products, it's impossible for consumers to compare products to make an informed decision."
The researchers said any claims suggesting alcoholic drinks lower in sugar and overall calories are healthier and less harmful to human health are problematic.
That's because alcohol in any amount is harmful and contributes to calorie consumption.
The study of 501 women aged 18 to 35 years also found participants who viewed low-sugar claims were significantly less likely to compensate for calories in these low-sugar products by eating less or exercising.
"Consumers generalise from a specific favourable attribute (low sugar) to other attributes (lower in calories, alcohol) and global appraisals of the product (healthier, less harmful, better for weight management)," the study's author said in a statement released by the International Congress on Obesity.
The researchers said policy was needed to prohibit low sugar claims on alcohol products and counter their effects.
This could include health warning labels and mandatory energy labelling.
Food Standards Australia New Zealand is currently reviewing alcohol product labelling in Australia.
Other jurisdictions such as the United Kingdom are also considering labelling requirements as part of their national obesity strategies.
Jane Martin, president of the Australian and New Zealand Obesity Society, said low or no-sugar alcohol products were the latest fad pushed by the industry to hook young people.
She said higher mandatory labelling standards must be implemented to stop promotional sugar claims on alcohol products.
"Alcohol companies shouldn't be allowed to use promotional claims that imply these harmful products are better for consumers," Ms Martin, who is also the executive manager of the Obesity Policy Coalition, said.
"Consumers need clear, honest labelling to allow them to evaluate alcohol products and make informed purchases without being influenced by marketing claims."
The study was published in the journal Alcohol & Alcoholism.
