Industry-backed apps designed to cut drinking have been accused of misleading users, as academics claim they contain “blatant misinformation” that could encourage people to drink more. Researchers found evidence of misinformation and user experience features that favour commercial interests and may distort health risk information. The study also identified “dark patterns” in the design of these tools, which aim to manipulate users for the benefit of the alcohol industry.
According to the London School of Hygiene & Tropical Medicine (LSHTM), these industry-funded digital tools and apps, including those by Drinkaware and Diageo, were compared to non-industry tools like NHS Drink Free Days. They discovered contradictory messaging on alcohol consumption and a lack of information on the risks associated with excessive drinking in the industry-backed platforms.
The research, published in Health Promotion International, highlighted that only 20% of alcohol industry-funded tools included information on the increased risk of cardiovascular disease, compared to 70% of non-industry tools. Furthermore, some apps framed alcohol as normal or social and encouraged certain levels of drinking, potentially leading to harmful behaviour.
The study also criticised certain industry-backed tools, like the Drinkaware unit calculator, for misleading users about harmful quantities by suggesting that only drinking above “binge levels” was a concern. Co-author Professor Mark Petticrew called attention to the use of ‘dark apps’ by the alcohol industry and emphasized the importance of scrutinising future tools for public use.
In response, a Diageo spokesperson defended their platform, DrinkiQ, stating that the information is based on publicly available data and scientific evidence. Drinkaware also defended its services, asserting that their advice is aligned with health guidelines and approved by medical experts. Meanwhile, Matt Lambert from the Portman Group defended industry-funded initiatives, highlighting their role in addressing harmful drinking behaviours.
The study serves as a call to action for greater transparency and accuracy in industry-backed apps related to alcohol consumption. With concerns about misleading information and potentially harmful messaging, researchers urge the public to be cautious when using such tools. This scrutiny underscores the need for responsible practices and ethical considerations within the alcohol industry.