Should we have graphic and prominent health warnings on alcohol bottles? Yes, for two reasons. First, as cigarette health warnings have increased in size and the graphic nature of their imagery, we have seen increased negative perceptions of smoking,1,2 reduced cigarette appeal,3 increased quit attempts 4 and significant reductions in smoking.5 Second, text warning statements on the harms of alcohol are believable and personally relevant to alcohol consumers.6–8 Additionally, similar to warnings on cigarette packages, graphic alcohol warnings used in recent studies increased fear arousal, intention to reduce alcohol consumption, warning recognition and perceptions of alcohol risks as well as decreased product appeal.9–11

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Warnings on cigarette packs have been extensively studied. Their use in practice...

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