Health warnings on alcohol: effective? health warning labels on alcohol will not be implemented in the netherlands unless more evidence comes available of the effectiveness of this policy. Our experimental study randomized 262 dutch participants into three conditions: a pictorial warning with fear-arousing health risk text, a pictorial warning with a coping text on not drinking too much, and a pictorial warning with both texts. The intention to drink less alcohol increased among the group who was exposed to the pictorial warning with fear-arousing health risk text. Most participants did not think it would be hard to drink less alcohol if they would want to. Keywords: health warning labels, alcohol, experimental study, netherlands.