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Original Articles

The Federal Trade Commission’s mandated Four Loko labeling fails to facilitate accurate estimation of alcohol content by college students

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Pages 430-437 | Received 02 Jun 2019, Accepted 18 Sep 2019, Published online: 08 Oct 2019
 

ABSTRACT

Background

Four Loko, the leading supersized alcopop brand, is a pre-mixed alcoholic beverage containing up to 5.5 standard alcoholic drinks in a can. In 2013, the Federal Trade Commission (FTC) mandated the addition to Four Loko cans of a label indicating its alcohol content in standard drinks, presented as “alcohol per serving” and “servings per container.”

Objective

The current study investigated whether college students accurately estimate the alcohol content in cans of Four Loko bearing the FTC mandated labels.

Method

Undergraduate student drinkers (n = 833; 51.6% women) in three states (Florida, Montana, and Virginia) were provided an empty Watermelon Four Loko can and asked to determine the number of standard drinks it contained, using 12-ounce regular beer (Budweiser) equivalents. In Florida and Virginia, Watermelon Four Loko contains 4.70 standard alcoholic drinks; in Montana, it contains 3.13.

Results

More than 60% of Florida students and more than 70% of Virginia students underestimated Four Loko’s alcohol content by one or more standard drinks, compared to 45% of Montana students. Multivariable logistic regression analysis found the following variables were associated with greater odds of underestimating Four Loko’s alcohol content by one or more standard alcoholic drinks: being female (AOR = 2.2), having never seen nor heard of Four Loko (AOR = 1.9), and residing in Florida (AOR = 1.7) or Virginia (AOR = 2.8) versus Montana.

Conclusions

Students were far less likely to underestimate alcohol content for 8% alcohol-by-volume (abv) cans compared to those with higher alcohol concentrations. Thus, policies restricting supersized alcopops’ abv may help consumers better estimate their alcohol content.

This article is referred to by:
To label or not to label: do young drinkers understand the alcohol content of supersized alcopops?

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