58 Warning labels on alcohol products featuring personal stories may hold a viewer’s gaze longer than graphic images, but they do not appear to change how people perceive the risk of alcohol-related cancer. That is the finding from a new US-based study that used eye-tracking technology to compare two styles of warning labels among regular drinkers. The findings were published in the journal Addictive Behaviors. Researchers tested whether narrative pictorial warning labels, which portray the lived experience of cancer patients, are more effective than traditional non-narrative warnings that display graphic health effects such as diseased tissue. The study involved 649 moderate and heavy drinkers who viewed either narrative or non-narrative labels and were then asked about their perceptions of cancer risk. Each label focused on cancers linked to alcohol consumption, including oral, oesophageal, and laryngeal cancers. The study found that participants spent more time looking at the narrative warnings, particularly at the image portion of the label, rather than the text. This suggests that storytelling may be more visually engaging than graphic shock tactics. Longer gaze duration is considered a sign of greater cognitive processing, indicating that viewers may be trying to relate to the characters or absorb the narrative content. Despite this increased attention, there was no difference between the two label types when it came to influencing how people judged their own risk of developing cancer from alcohol. Viewers did not report higher perceptions of vulnerability or severity after viewing either label type. In other words, being drawn into a story did not make them feel more at risk. The findings raise questions about how to design effective alcohol warning labels that not only attract attention but also prompt behaviour change. Public awareness of alcohol as a cancer risk factor remains low, despite growing evidence that regular drinking increases the likelihood of developing several types of cancer. The challenge is to inform consumers in a way that resonates, without triggering avoidance or defensiveness. One possible reason narrative labels did not shift perceptions may be the brevity of exposure. The warnings were shown for just 20 seconds in a remote, online setting, limiting their emotional impact. Additionally, many drinkers underestimate the cancer risk associated with moderate alcohol use, which may make warnings seem less personally relevant. The study adds to a growing body of research on health communication and the design of warning labels. While image-based messages are known to improve recall and attract attention more than text alone, translating that attention into changed beliefs or actions is more complex. Emotional engagement, perceived relevance, and message clarity all play a role. This research could help shape future labelling policies, especially in countries where alcohol products do not yet carry cancer risk warnings. It also suggests that further testing is needed in real-world retail environments to understand how consumers respond when choosing drinks.