Table 3.

Comparison of information provided by alcohol industry–related and public health bodies

Variable	Alcohol industry funded bodies (n = 23)	Public health bodies (n = 19)	Fisher’s exact test (one tailed) p value
Theme
1. Statement that no amount of alcohol is safe during the pregnancy (not just the first 3 months)	16 (69.57%)	18 (94.74%)	.04
2. Units of reference (e.g., no. of units or drinks) provided regarding drinking during pregnancy	3 (13.04%)	7 (36.8%)	.08
3. Statement about risk of drinking during early stages of pregnancy (esp. first trimester)	2 (8.7%)	11 (57.9%)	.0008
4. Includes biological explanation of how alcohol affects the fetus during pregnancy	7 (26.09%)	15 (78.95%)	.002
5. Emphasis on individual choice and responsibility	5 (21.74.%)	1 (5.26%)	.13
Analysis of linguistic differences
6. Direct imperative used: (e.g., “don’t drink” or “stop”)	4 (17.39%)	9 (47.37%)	.04
7. Use of language emphasizing uncertainty (excluding statement that there is no evidence of a safe amount, as this uncertainty is widely accepted)	7 (30.43%)	0 (0%)	.009***
8. Use of alternate causation arguments to propose alternative causes of alcohol harms in pregnancy	4 (17.39%)	0 (0%)	.08
9. Presentation of evidence as “opinion” or “belief”	2 (8.7%)	0 (0%)	.29
10. Presentation of “light” or “moderate” drinking and abstaining as equivalents	3 (13.04%)	1 (5.26%)	.61

^***p < .001.