Many Australians purchase alcohol without ever noticing what's exactly on the label. But these latest changes are something University of Sydney's Professor Elizabeth Elliot says are needed.
‘’The inclusion of a red logo, a red pictogram and clear warning message. It is really something that will benefit generations of children and families in the future’’ she said.
After years of campaigning, medical and community groups will finally see clearer and larger pregnancy warnings on alcoholic drinks.
A move the Australian Medical Assocation Vice President Dr Chris Zappala says is long overdue.
‘’But it's also corporate responsibility. It's having a social conscience, it's doing the right thing by Australians and the community and saying it's okay to drink small amounts of alcohol in a managed, conservative and sensible way but there are risks’’.
State and territory ministers on food regulation recently voted to adopt changes from Food Standards Australia and New Zealand.
The agreement means labels on alcohol will now have an obvious and consistent ‘PREGNANCY WARNING’ with red, white and black to ensure it stands out, replacing inconsistent and voluntary messaging.
Health experts, like Dr Zappala believe it's the best way to cut the number of women drinking while pregnant and reduce alcohol-related diseases like fetal alcohol spectrum disorder.
Alcohol consumption can affect the fetus during pregnancy Source: Getty Images
‘’I think that message around responsible drinking is so important. It has cut through in many different communities and many different age groups and a bit of a sigh of relief frankly that we were moving forward with this important issue. It's preventable yeah, that's an important thing to remember, we can prevent this harm, prevent this injury and this would be a big step in achieving that’’ he said.
It comes as the latest research from the Australian Institute of Health and Welfare shows while fewer Australian women are drinking while pregnant from three years earlier, about one-third of the 300,000 women who give birth each year do continue to drink.
‘’We want to see something out there, we want it consistent on every product on the Australian market and we want to see no cases of FASD.’’ Says Tony Battaglene from the group, Australian Grape and Wine ‘’I don't think there is any other result that would satisfy us as an industry’’.
But Mr Battaglene, who represents winemakers across the country, says mandating the colours of red, white and black on a label will come at a huge cost for smaller family owned businesses
‘’For these people it could be enough to be the final straw that breaks the camel's back. I'm deeply concerned about their viability anyway and increasing regulatory costs for these producers is possibly going to have a very, very bad effect.’’ He said.
But Dr Chris Zappala says spending money on new labelling will outweigh the negatives.
‘’I mean there is harm being done in the community and as I said this is part of a broader strategy and if it reminds to just one, or two three per cent people at anyone time well then that's worth it in my view.’'
Manufacturers will now have three years to implement the “pregnancy warning” label across alcoholic beverages.
