Historique
Article de Périodique
Beyond the label: analyzing the presence and information behind the QR codes on alcohol containers in 13 European countries (2025)
Auteur(s) :
EVID-ACTION Youth Network Research Group
Année
2025
Page(s) :
art. 104862
Langue(s) :
Anglais
Domaine :
Alcool / Alcohol
Thésaurus géographique
EUROPE
Thésaurus mots-clés
ALCOOL
;
BOISSON ALCOOLIQUE
;
AVERTISSEMENT SANITAIRE
;
INFORMATION
;
NUTRITION
Résumé :
Introduction: Digital labelling through quick-response (QR) codes is increasingly proposed by the alcohol producers to inform consumers without significantly modifying their original labels. Current alcohol labelling policy discourse in Europe often revolves around the advantages and disadvantages of digital labelling, yet evidence on actual practices and the information provided through QR codes is lacking. This study aimed to assess the presence of QR codes on alcohol labels in 13 European countries, as well as the accessibility and content of the information behind those.
Methods: The study methodology was developed with the EVID-ACTION Youth Network, with members sampling stores and products based on a co-developed mapping protocol. Thirty-four stores in 25 cities across 13 European countries were visited between April and August 2024. Descriptive analysis was conducted by beverage type and country.
Results: Of 1815 products examined, 31% contained QR codes (23% beers, 37% wines, 30% spirits). Most QR codes (84%) were positioned on the back of containers, and 61% had no explanatory text about their purpose. Most accessed websites were in local languages (75%), with 36% requiring age information to enter. Websites most commonly contained brand/drink information (46%), followed by nutritional information (42%), health information (42%), and ingredient information (41%).
Discussion: Almost a third of alcoholic beverages in 13 European countries contained QR code. However, most labels did not specify the purpose of the code. Furthermore, given the website content, there is concern that they serve as a promotional tool rather than providing access to nutritional and risk information. [Author's abstract]
Highlights:
Quick-response (QR) codes are increasingly present on European alcohol labels.
QR codes are mainly present on the back of the container and lack explanatory text.
QR codes most commonly link to information on brand, ingredients, nutrition and health.
QR codes are not an effective alternative to on-label nutrition information and health warnings.
Methods: The study methodology was developed with the EVID-ACTION Youth Network, with members sampling stores and products based on a co-developed mapping protocol. Thirty-four stores in 25 cities across 13 European countries were visited between April and August 2024. Descriptive analysis was conducted by beverage type and country.
Results: Of 1815 products examined, 31% contained QR codes (23% beers, 37% wines, 30% spirits). Most QR codes (84%) were positioned on the back of containers, and 61% had no explanatory text about their purpose. Most accessed websites were in local languages (75%), with 36% requiring age information to enter. Websites most commonly contained brand/drink information (46%), followed by nutritional information (42%), health information (42%), and ingredient information (41%).
Discussion: Almost a third of alcoholic beverages in 13 European countries contained QR code. However, most labels did not specify the purpose of the code. Furthermore, given the website content, there is concern that they serve as a promotional tool rather than providing access to nutritional and risk information. [Author's abstract]
Highlights:
Quick-response (QR) codes are increasingly present on European alcohol labels.
QR codes are mainly present on the back of the container and lack explanatory text.
QR codes most commonly link to information on brand, ingredients, nutrition and health.
QR codes are not an effective alternative to on-label nutrition information and health warnings.
Affiliation :
WHO Regional Office for Europe, UN City, Copenhagen, Denmark