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Although health warnings on product labels have been subject to intensive political discussion and academic research, health warnings in alcohol ads have received little attention.<\/jats:p><\/jats:sec><jats:sec><jats:title>Methods<\/jats:title><jats:p>A between\u2010subject factorial survey experiment was conducted with a convenience sample of adults in Ireland (<jats:italic>n<\/jats:italic>\u2009=\u2009932) to compare single\u2010text, multiple\u2010text and shocking image\u2010and\u2010text health warnings displayed on two types of static alcohol ads\u2014an ad with social imagery featuring people drinking alcohol and an ad featuring only the alcohol product. Believability of health warnings, negative emotions, perceived risks of alcohol use and self\u2010efficacy to drink less were measured after viewing each alcohol ad with or without health warnings.<\/jats:p><\/jats:sec><jats:sec><jats:title>Results<\/jats:title><jats:p>Single\u2010text health warnings, with and without shocking imagery, were more effective in increasing negative emotions than multiple\u2010text health warnings (<jats:italic>p<\/jats:italic>\u2009\u2264\u20090.001), whereas multiple\u2010text warnings were found to be more believable than single\u2010text warnings (<jats:italic>p<\/jats:italic>\u2009\u2264\u20090.001). No significant effects were found on perceived risks of alcohol use and self\u2010efficacy to drink less (<jats:italic>p<\/jats:italic>\u2009&gt;\u20090.05). The warnings did not differ across demographic groups and the type of alcohol ads on all outcomes (<jats:italic>p<\/jats:italic>\u2009&gt;\u20090.05).<\/jats:p><\/jats:sec><jats:sec><jats:title>Discussions and Conclusions<\/jats:title><jats:p>A single health warning emphasising cancer risk could be a useful starting point for policymakers when implementing health warnings in alcohol ads.<\/jats:p><\/jats:sec>","DOI":"10.1111\/dar.13990","type":"journal-article","created":{"date-parts":[[2024,12,13]],"date-time":"2024-12-13T00:35:57Z","timestamp":1734050157000},"page":"389-402","update-policy":"https:\/\/doi.org\/10.1002\/crossmark_policy","source":"Crossref","is-referenced-by-count":1,"title":["Consumer reactions to multiple and single health warnings on static alcohol ads: A factorial survey experiment with a convenience sample of adults in Ireland"],"prefix":"10.1111","volume":"44","author":[{"ORCID":"https:\/\/orcid.org\/0009-0008-0316-0030","authenticated-orcid":false,"given":"Vania","family":"Filipova","sequence":"first","affiliation":[{"name":"School of Marketing &amp; Entrepreneurship, Tallaght Campus Technological University Dublin  Dublin Ireland"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Daire","family":"Hooper","sequence":"additional","affiliation":[{"name":"School of Management, People &amp; Organisations City Campus Technological University Dublin  Dublin Ireland"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"given":"Patrick","family":"Kenny","sequence":"additional","affiliation":[{"name":"School of Management, People &amp; Organisations City Campus Technological University Dublin  Dublin Ireland"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"311","published-online":{"date-parts":[[2024,12,12]]},"reference":[{"key":"e_1_2_11_2_1","volume-title":"Making the WHO European region SAFER: developments in alcohol control policies, 2010\u20132019","author":"World Health Organization (WHO)","year":"2021"},{"key":"e_1_2_11_3_1","doi-asserted-by":"publisher","DOI":"10.1353\/ria.2015.0014"},{"key":"e_1_2_11_4_1","volume-title":"Alcohol consumption, alcohol\u2010related harm and alcohol policy in Ireland. 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