09 May New research reveals more than 8.6 million Australians would be misled by sugar and carbohydrate claims on alcohol products, prompting urgent call to action from top health groups.

More than 8.6 million Australians aged 18–65 would be misled by sugar and carbohydrate claims –
such as ‘low carb’ and ‘low sugar’ – on alcohol products, thinking these claims mean these products
are healthier and better for them, according to new research from Cancer Council Victoria’s Centre for
Behavioural Research in Cancer.

Leading public health groups including Alcohol Change Australia and Cancer Council are deeply
concerned by the potential impact of these claims on the health of Australians, as alcohol is a Group 1
carcinogen that causes cancer and over 200 other health issues.

An open letter from peak public health and consumer bodies to Food Ministers is urging Ministers to
intervene and request a review of a recent decision by Food Standards Australia New Zealand (FSANZ). This decision will allow the alcohol industry to use both sugar and carbohydrate claims on alcoholic beverage labels and in advertising.

Other research into the prevalence of these claims shows that between 2013 and 2023, nearly 1 in 3
(32.5%) new alcohol products featured a health-oriented or nutrition claim, such as ‘no added sugar’
or ‘low carb’ – an increase of 13% over the decade. These claims are sometimes advertised using
slogans like “No carbs. No Sugar. No guilt.”

Lead researcher, Dr Ashleigh Haynes, from Cancer Council Victoria’s Centre for Behavioural Research
in Cancer said these claims pose risk to Australians’ health.

“Research shows that ‘low carb’ and ‘low sugar’ marketing claims are powerful and can give alcohol a
‘health halo’, meaning Australians perceive these products as healthier, less harmful products
compared to products that don’t carry these claims. The new evidence reinforces the misleading
nature of these claims, as millions of Australians would perceive these products to be better for
them.”

“But the reality is that there is no such thing as a healthy alcohol product because alcohol is a major
driver of disease and increases the risk of seven different types of cancer.”

Natalie Stapleton, Executive Officer of Alcohol Change Australia, added that the FSANZ decision does
not sufficiently prioritise public health.

“The health and wellbeing of Australians and New Zealanders must come before the profits of the
multi-billion-dollar alcohol industry. We urge Food Ministers to request a review of this decision and
ensure Australians are not misled about the healthiness of alcohol products.”

Ms Stapleton said that allowing the alcohol industry to use sugar and carbohydrate claims on alcoholic beverage labels and in advertising may undermine important measures to reduce alcohol related harms.

“Australian Government guidelines recommend that people reduce alcohol use to reduce their risk of
serious harms from alcohol —claims like ’low sugar’ and ‘low carb’, which are used to market and
promote these products, risk undermining this message.”

Clare Hughes, Chair of Cancer Council’s National Nutrition, Alcohol and Physical Activity Committee,
said that when it comes to alcohol, people deserve honest product labels to make informed
purchasing decisions for their health.

“Alcohol in any amount is harmful to health; even small amounts increase the risk of cancer, with
5,800 of all new cancer cases due to alcohol in 2020. If governments don’t take action, alcohol
companies will continue to market alcohol products as a healthy purchase and distract consumers
from the health harms of alcohol use.”

Download a copy of the full media release here: 090525_CCA ACA_P1049_media release