Extending alcohol marketing into digital spaces: The role of QR codes on product packaging.

BACKGROUND: Quick response (QR) codes are increasingly used on alcohol products as a form of digital labelling, yet little is known about how they are being presented and the information being provided. The aims of this study were to assess the prevalence, placement, and functionality of QR codes in the premix category in Australia; document any accompanying text; identify linked content; and assess accessibility for minors. Premixes were selected due to the high label turnover rate and targeted marketing towards young people. METHODS: Product labels for 582 premix products were analysed. RESULTS: In total, 14% of products displayed a QR code, of which 91% had a functioning link. Most QR codes were located on side (33%), top (28%), or back (27%) of containers and led to company/product marketing websites (86%). Two-thirds of landing pages required age verification, but the measures could be easily bypassed by inputting false information. In terms of linked content, promotional claims (e.g., relating to nutrients or the environment) were common. Importantly, 80% of QR-linked pages facilitated alcohol purchasing, either directly or via redirection to external retail sites. Meaningful health information was largely absent. CONCLUSION: QR codes on premix alcohol products in Australia appear to be predominantly used to extend marketing into digital environments. Without adequate regulations informing consumers of the health risks of alcohol, QR codes have the potential to exacerbate information asymmetry. Policymakers should ensure that essential health warnings remain on physical labels and carefully regulate QR code use on alcohol products.