Impact of Alcohol Health Messages in a Real-world Online Retail Setting
NCT ID: NCT07116447
Last Updated: 2025-12-18
Study Results
The study team has not published outcome measurements, participant flow, or safety data for this trial yet. Check back later for updates.
Basic Information
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COMPLETED
NA
11719 participants
INTERVENTIONAL
2025-09-02
2025-12-09
Brief Summary
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The primary study objective is to examine whether repeated exposure to rotating health warning messages in a mobile app where customers can purchase alcoholic beverages influences the number of purchased units of alcohol over the studied period.
The secondary objectives are to examine whether repeated exposure to health warning messages in a mobile app influences the number of alcoholic and non-alcoholic products purchased over the studied period, knowledge of alcohol-related harms, alcohol-related risk perceptions, emotional response to the message, engagement with the messages, behavioural intentions and self-reported behaviour of the study participants.
Users of the app providing informed consent for participation in the study will be assigned either to an experimental group, where they will be exposed to rotating messages describing health risks associated with alcohol designed in line with the existing Swedish regulation, or to a control group that will be exposed to messages reflecting existing industry practice.
The intervention will last for ten weeks, during which the recruited participants' data on product purchases in the app will be collected through in-app analytics. Both the number of alcoholic units and number of products purchased per session will be assessed and compared at the session level between the two groups. At the end of the intervention, participants will complete a short survey examining their knowledge, risk perceptions, emotional response, engagement with the messages, intentions and behaviour.
Detailed Description
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Conditions
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Keywords
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Study Design
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RANDOMIZED
PARALLEL
PREVENTION
NONE
Study Groups
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Intervention
Participants in the intervention group will be exposed to textual health warning messages currently mandated for use in printed alcohol advertisements under the Swedish Alcohol Ordinance (1994:2046). Messages will rotate, with each user exposed to a single message per session. The following eight messages will be included:
Alcohol is addictive. Alcohol can cause damage to nerves and the brain. Alcohol can cause damage to the liver and pancreas. Alcohol can cause cerebral haemorrhage and cancer. Half of drivers who die in road traffic accidents involving just one vehicle are under the influence of alcohol.
Half of all people who drown have alcohol in their blood. Alcohol consumption during pregnancy can damage the child. Children who are given alcohol at home drink to intoxication more frequently than other children.
Health messages - existing Swedish legislation
Textual health warning messages currently mandated for use in printed alcohol advertisements under the Swedish Alcohol Ordinance, focusing on communicated various alcohol harms
Control
The control group will consistently be exposed to health messages that are commonly present on existing alcohol labels and are aligned with voluntary commitments of alcohol producers, such as pictograms indicating no alcohol use during pregnancy and while driving. These pictograms will be displayed in black and white and in small sizes consistent with current practice, with a diameter of approximately 6 millimetres.
Health messages - pictograms
Pictograms indicating no alcohol use during pregnancy and while driving
Interventions
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Health messages - existing Swedish legislation
Textual health warning messages currently mandated for use in printed alcohol advertisements under the Swedish Alcohol Ordinance, focusing on communicated various alcohol harms
Health messages - pictograms
Pictograms indicating no alcohol use during pregnancy and while driving
Eligibility Criteria
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Inclusion Criteria
* have downloaded the Systembolaget app and have given permission to the app to track in-app analytics
* understand Swedish language
Exclusion Criteria
* no permission to track in-app analytics
* no understanding of Swedish language
20 Years
ALL
Yes
Sponsors
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Systembolaget
UNKNOWN
World Health Organization
OTHER
Responsible Party
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Daša Kokole
Principal Investigator
Principal Investigators
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Dasa Kokole, PhD
Role: PRINCIPAL_INVESTIGATOR
World Health Organisation Regional Office for Europe
Locations
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Systembolaget mobile app
Stockholm, , Sweden
Countries
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Other Identifiers
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2025-03328-01
Identifier Type: -
Identifier Source: org_study_id