ABSTRACT
This chapter offers an overview about warning-labels' effectiveness on drinking during pregnancy and it explore two notions that could help to understand this apparent contradiction: women notice the warning-label but it is not enough to move them forward a protective behaviour. These notions are skepticism and time orientation perspective. The chapter considers the amount of alcohol consumed and the moral panic. The policy response in the USA rested on the unproven premise that any amount of drinking in pregnancy posed a threat to the fetus. The chapter reviews some research about alcoholic beverage warning-label addressed to drinking during pregnancy and found that knowledge is lacking in terms of including time orientation perspective and skepticism as variables that explains the weak warning effectiveness. It advocates that drinking during pregnancy prevention should begin when women are younger and before they are in pregnant because prior experience of alcohol consumption may cause habituation and believes that prevention implies a complete long-term program.
