Innovative fMRI Study Finds Larger Warning Labels Including Pictures Linked to Lower Desire to Consume Alcohol Products

Young adult men who viewed alcohol warning labels experienced a lower activation of the reward circuits in their brains when the warnings were larger and involved pictures, compared to more familiar small-text warnings, in a first-of-its-type study. The findings could inform more effective messaging on alcohol-containing beverages and advertisements. Despite recommendations from the World Health Organization and European Commission that warning labels be included on alcoholic products, few countries have implemented alcohol warning policies comparable to their approach to tobacco. Alcohol warnings are typically small, text-only messages. Research has been equivocal about their impact on drinking and whether incorporating pictures would increase their effectiveness, in part because most studies have relied on participants’ self-reported reactions. Functional magnetic resonance imaging (fMRI) has demonstrated variations in brain activation in response to varying types of tobacco warnings 

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