8.6M Australians Misled by Alcohol Claims, Experts Warn
More than 8.6 million Australians aged 1865 would be misled by sugar and carbohydrate claims such as low carb and low sugar on alcohol products, thinking these claims mean these products are healthier and better for them, according to from Cancer Council Victorias Centre for Behavioural Research in Cancer.Leading public health groups including Alcohol Change Australia and Cancer Council are deeply concerned by the potential impact of these claims on the health of Australians, as alcohol is a Group 1 carcinogen that causes cancer and over 200 other health issues.An from peak public health and consumer bodies to Food Ministers is urging Ministers to intervene and request a review of a recent decision by Food Standards Australia New Zealand (FSANZ). This decision will allow the alcohol industry to use both sugar and carbohydrate claims on alcoholic beverage labels and in advertising.Other research into the prevalence of these claims shows that between 2013 and 2023, nearly 1 in 3 (32.5%) new alcohol products featured a health-oriented or nutrition claim, such as no added sugar or low carb an increase of 13% over the decade. These claims are sometimes advertised using slogans like “No carbs. No Sugar. No guilt.Lead researcher, Dr Ashleigh Haynes, from Cancer Council Victorias Centre for Behavioural Research in Cancer said these claims pose risk to Australians health.Research shows that low carb and low sugar marketing claims are powerful and can give alcohol a health halo’, meaning Australians perceive these products as healthier, less harmful products compared to products that don’t carry these claims. The new evidence reinforces the misleading nature of these claims, as millions of Australians would perceive these products to be better for them.But the reality is that there is no such thing as a healthy alcohol product because alcohol is a major driver of disease and increases the risk of seven different types of cancer.Natalie Stapleton, Executive Officer of Alcohol Change Australia, added that the FSANZ decision does not sufficiently prioritise public health.The health and wellbeing of Australians and New Zealanders must come before the profits of the multi-billion-dollar alcohol industry. We urge Food Ministers to request a review of this decision and ensure Australians are not misled about the healthiness of alcohol products.Ms Stapleton said that allowing the alcohol industry to use sugar and carbohydrate claims on alcoholic beverage labels and in advertising may undermine important measures to reduce alcohol related harms.Australian Government guidelines recommend that people reduce alcohol use to reduce their risk of serious harms from alcohol claims like low sugar and low carb, which are used to market and promote these products, risk undermining this message.Clare Hughes, Chair of Cancer Councils National Nutrition, Alcohol and Physical Activity Committee, said that when it comes to alcohol, people deserve honest product labels to make informed purchasing decisions for their health.Alcohol in any amount is harmful to health; even small amounts increase the risk of cancer, with 5,800 of all new cancer cases due to alcohol in 2020. If governments dont take action, alcohol companies will continue to market alcohol products as a healthy purchase and distract consumers from the health harms of alcohol use.
https://www.cancer.org.au/media-releases/2025/new-research-reveals-more-than-8-6-million-australians-would-be-misled-by-sugar-and-carbohydrate-claims-on-alcohol-products-prompting-urgent-call-to-action-from-top-health-groups