Six years of failure

The six years of the current voluntary scheme created by the alcohol industry has served only to confuse and mislead consumers.

We know what a best practice, effective pregnancy warning label should look like

Research including the latest study by Hall & Partners (2018) tells us that a best practice pregnancy warning label should:

Always show both the pictogram and working text together

Be in bold text

Have a border and/or white space around it

Be positioned prominently next to commonly viewed information

Occupy a sufficient proportion of the product/label

Use a contrasting colour to the background or surrounding information

Use red to signify danger

Include a ‘signal word’ such as “warning”


A warning label that does not raise awareness about health harms is irrelevant to consumers and merely a public relations exercise for the alcohol industry.

The experience of the last six years has shown that the alcohol industry cannot be trusted to self-regulate and will continue to deliberately manipulate and mislead consumers, who will ultimately suffer the consequences.

We urge the Federal, State and Territory Health and Food Ministers to task Food Standards Australia New Zealand with the development of Mandatory Alcohol Pregnancy Warning Labels that can be seen and understood.

It is time to put people before profits.

FARE acknowledges Pinnacle Drinks, Capital Brewing Company, Brown-Forman Corporation, Carlton & United Breweries, Lion Pty Ltd, Diageo, Asahi Premium Beverages, Casella Family Brands, Moët Hennessy Australia Pty. Ltd, Tahblik, and Shingleback Wines, for the purposes of the Copyright Act.

For more information, please contact the Foundation for Alcohol Research & Education at 02 61228600 or