(NWWB) - In 2003, South Africa’s Medical Research Council not only reported that alcohol abuse costs South Africa at least 9 billion rand a year, but that at least 50% of all road accidents and murders, as well as more than 60% of hospital trauma, are as a direct result of intoxicated individuals (1). In 2007, South Africa introduced mandatory health warnings on containers with alcoholic beverages, as well as a system of rotating warnings (2). In order to assess the effectiveness of health warning labels, it is important to understand the objective of these warnings: are they aimed at awareness and education of the consumer and to remind them of specific risks associated with alcohol abuse OR to modify the behaviour of the consumers (3)?