This study assessed participants’ accuracy of estimating weekly serving limits of alcohol, and motivation to quit after viewing a health warning. Participants (final n=1884) completed an online between-subjects experiment with two components. First, participants were randomized to view one of four different unit labels and participants completed a task assessing their conceptual understanding of unit labels and a drink choice task. Second, participants were randomized to view one of eight health warnings (which varied according to message content, specificity, and framing), and we measured responses to these warnings.
