过去十年来，对于酒精警示的研究日益增加，并为各国政府提供了关于警示格式和内容的重要证据。然而，大部分研究主要集中在英语国家，针对其他高人均酒精消费国家的研究相对较少。在这些国家，饮酒的高社会可接受度可能会影响人们对于预防措施的接受和反应。根据世界卫生组织（WHO）的数据，法国是世界上人均酒精消费最高的国家之一，因此我们探讨了法国年轻成年人对酒精饮料广告中的警示的反应。我们在2017年进行了25次深入访谈，采访了法国的18-25岁饮酒者。受访者针对各种警示内容（例如健康风险、社会成本风险和短期与长期风险）和格式（仅文字或文字结合彩色图片）进行了开放式问题的回答。针对青少年相关风险（例如道路事故或性侵）的警示被认为具有最重要和可信的意义，尽管长期风险（例如脑部和癌症）的警示也被认为具有影响力。不熟悉的风险，如市场操纵和卡路里摄入，引发了最消极的反应。大字体和图片结合的警示被认为是最能吸引注意力和增加意识的格式。然而，无论格式和内容如何，这些警示并未被认为能有效降低酒精消费。

Research on alcohol warnings has increased in the last decade, providing key evidence to governments on warning format and contents. The bulk of this research, however, has been conducted in Anglosphere countries, whereas fewer studies have focused on other countries which have high per capita alcohol consumption, and where the high social acceptability of drinking is liable to affect how people accept and react to prevention measures. Since France has one of the highest per capita alcohol consumption rates in the world according to the World Health Organization (WHO), we therefore explore how young adults in France react to warnings on alcoholic beverage advertisements. We conducted 25 in-depth interviews, in 2017, with 18-25-year-old drinkers in France. Respondents were asked open-ended questions on the perceived impact of various warning contents (i.e., on health risk, social-cost risk, and on short- vs. long-term risk) and formats (text only vs. larger text combined with colored pictograms). Warnings that targeted youth-relevant risks (i.e., road accidents or sexual assault) were considered to be the most meaningful and credible, although warnings communicating longer term risks (i.e., brain, cancer) were also thought to be influential. Less familiar risks, such as marketing manipulation and calorie intake, elicited the most negative reactions. Larger text-and-pictogram warnings were considered to be the most effective format in capturing attention and increasing awareness. Regardless of format and content, however, these warnings were not perceived as effective for decreasing alcohol consumption.