BACKGROUND: The addition of a warning label on alcohol containers is a policy measure yet to be adopted in New Zealand. The current study aims to report the rating of a national sample of 16-40-year-old non-pregnant New Zealand women on a warning label on alcohol containers as a source of information on risks associated with alcohol consumption in pregnancy. METHODS: A nationwide, cross-sectional survey was conducted in 2005 on a random sample of 1129 non-pregnant women aged 16-40 years. Data were collected via an interviewer-administered questionnaire using a Web-assisted telephone interviewing system. RESULTS: Overall, the survey achieved a response rate of 65%. Just over half of the women surveyed (53%; 95% CI 50.2-56.0) gave a high rating for a warning label as a source of information on alcohol consumption in pregnancy. Women below 30 years of age and who were of non-European ethnicity were more likely to give a high rating compared with older women and European women, respectively (p<0.05). CONCLUSIONS: Introduction of a warning label on alcohol containers in New Zealand may be effective in increasing awareness of the risks associated with alcohol consumption in pregnancy among at-risk drinkers, namely, younger women and New Zealand women of Maori and Pacific ethnicities. However, to accentuate behavioural change, other prevention approaches within a health promotion framework may be needed to complement this approach.
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