Warning labels on alcohol containers as a source of information on alcohol consumption in pregnancy among New Zealand women

BackgroundThe addition of a warning label on alcohol containers is a policy measure yet to be adopted in New Zealand. The current study aims to report the rating of a national sample of 16–40-year-old non-pregnant New Zealand women on a warning label on alcohol containers as a source of information on risks associated with alcohol consumption in pregnancy.MethodsA nationwide, cross-sectional survey was conducted in 2005 on a random sample of 1129 non-pregnant women aged 16–40 years. Data were collected via an interviewer-administered questionnaire using a Web-assisted telephone interviewing system.ResultsOverall, the survey achieved a response rate of 65%. Just over half of the women surveyed (53%; 95% CI 50.2–56.0) gave a high rating for a warning label as a source of information on alcohol consumption in pregnancy. Women below 30 years of age and who were of non-European ethnicity were more likely to give a high rating compared with older women and European women, respectively (p < 0.05).ConclusionsIntroduction of a warning label on alcohol containers in New Zealand may be effective in increasing awareness of the risks associated with alcohol consumption in pregnancy among at-risk drinkers, namely, younger women and New Zealand women of Maori and Pacific ethnicities. However, to accentuate behavioural change, other prevention approaches within a health promotion framework may be needed to complement this approach.