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We assess the impact of removing positive contextual factors from alcohol advertising and including a health warning among adults in the United Kingdom (UK).<\/jats:p><\/jats:sec><jats:sec><jats:title>Methods<\/jats:title><jats:p>We conducted a 2\u2009\u00d7\u20092 online between\u2010group experiment with adults (18+) (<jats:italic>n<\/jats:italic>\u2009=\u20092421) recruited from a non\u2010probability research panel in the United Kingdom. Participants were randomized to see an alcohol (vodka) advertisement (advert) which varied by context (no context vs. imagery depicting positive social interactions around alcohol) and message (multiple text health warning vs. \u201cdrink responsibly\u201d). The multiple text health warning, based on recent legislation in Ireland, comprised three separate warnings (liver disease, cancers, drinking during pregnancy) and a web address for alcohol\u2010related information and support. The \u201cdrink responsibly\u201d control reflected the self\u2010regulatory messages commonly used by alcohol companies. Participants rated the advert on 7\u2010point scales for advert attractiveness, product appeal, trial intentions, perceived harm, and whether it made drinking alcohol seem enjoyable.<\/jats:p><\/jats:sec><jats:sec><jats:title>Results<\/jats:title><jats:p>Removing the positive social context reduced positive advert and product reactions (difference in estimated marginal means [EMM]: \u22121.57 [makes drinking alcohol seem enjoyable] to \u22120.23 [intention to try]). Including the multiple text health warning also reduced positive advert and product reactions (difference in EMM: \u22120.55 [advert attractiveness] to \u22120.25 [intention to try]) and increased perceived product harm (difference in EMM: +0.25). There were no interactions between advert context and message for any outcome.<\/jats:p><\/jats:sec><jats:sec><jats:title>Conclusions<\/jats:title><jats:p>Restricting content and including a multiple text health warning (compared to a \u201cdrink responsibly\u201d message) may attenuate the persuasive impact of alcohol advertising and increase perceived product harm. Further research is needed to examine different degrees of content restrictions, alternative warning content and design, generalizability to different alcohol products and advert formats, and whether the impact of content controls varies among population subgroups.<\/jats:p><\/jats:sec>","DOI":"10.1111\/acer.15327","type":"journal-article","created":{"date-parts":[[2024,5,24]],"date-time":"2024-05-24T15:00:22Z","timestamp":1716562822000},"page":"1155-1167","update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":5,"title":["Restricting the content of alcohol advertising and including text health warnings: A between\u2010group online experiment with a non\u2010probability adult sample in the United Kingdom"],"prefix":"10.1111","volume":"48","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-9145-8874","authenticated-orcid":false,"given":"Nathan","family":"Critchlow","sequence":"first","affiliation":[{"name":"Institute for Social Marketing and Health University of Stirling  Stirling UK"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-1805-2509","authenticated-orcid":false,"given":"Crawford","family":"Moodie","sequence":"additional","affiliation":[{"name":"Institute for Social Marketing and Health University of Stirling  Stirling UK"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-0152-4079","authenticated-orcid":false,"given":"Karine","family":"Gallopel\u2010Morvan","sequence":"additional","affiliation":[{"name":"Institute for Social Marketing and Health University of Stirling  Stirling UK"},{"name":"Univ Rennes, EHESP, CNRS, Inserm, Ar\u00e8nes \u2013 UMR 6051, RSMS \u2013 U1309  Rennes France"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"311","published-online":{"date-parts":[[2024,5,24]]},"reference":[{"key":"e_1_2_9_2_1","doi-asserted-by":"publisher","DOI":"10.1093\/eurpub\/ckaa053"},{"key":"e_1_2_9_3_1","doi-asserted-by":"publisher","DOI":"10.1080\/09687637.2022.2145935"},{"key":"e_1_2_9_4_1","doi-asserted-by":"publisher","DOI":"10.1016\/j.drugpo.2021.103376"},{"key":"e_1_2_9_5_1","doi-asserted-by":"publisher","DOI":"10.1093\/ageing\/afy069"},{"key":"e_1_2_9_6_1","doi-asserted-by":"publisher","DOI":"10.1086\/209340"},{"key":"e_1_2_9_7_1","unstructured":"BBC Maestro. 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