Journalists' Guide

Use language that supports understanding of Fetal Alcohol Spectrum Disorder (FASD).

Say: “FASD is caused by prenatal exposure to alcohol, which impacts brain and body development in an unborn child, with lifelong impacts.”

Avoid using the term ‘the spectrum’ on its own (this is often used to describe Autism Spectrum Disorder and can cause confusion).

Why? Using terms like ‘the spectrum’ can reduce clarity and understanding.

Acknowledge that there are many reasons why women use alcohol in pregnancy, such as lack of information on harms, misinformation, lack of pregnancy recognition or alcohol dependency.

Say: “FASD is caused by prenatal exposure to alcohol”, “FASD is caused by alcohol exposure during pregnancy”, “FASD is caused by exposure to alcohol before birth”.

Avoid “Irresponsible mothers”, “poor choices”, “drinking mothers”, “mothers who choose to drink”.

Why? Blaming language perpetuates shame, reinforces stigma and discourages help-seeking.

Emphasise solutions, support systems and positive possibilities.

Say: “People with FASD have unique strengths alongside their challenges.”

Avoid sensational or stigmatising language, “damaged”, “broken”.

Why? Balanced messaging fosters understanding, dignity and empathy.

Encourage help-seeking and highlight the benefits of assessment, diagnosis and appropriate support.

Say: “Many people can benefit from help to be alcohol free when planning or during pregnancy.”

“With early diagnosis and support, people with FASD can lead fulfilling lives.”

Avoid narratives that focus solely on problems.

Why? This promotes a focus on health, wellbeing and access to services.

Use evidence-based facts from reputable sources such as the NHMRC’s Australian Guidelines to Reduce Health Risks from Drinking Alcohol and peer-reviewed research.

Say: “To prevent harm from alcohol to their developing baby, people who are pregnant or planning a pregnancy should not drink alcohol” (see the ‘Every Moment Matters’ campaign).

“There is no established safe level of alcohol consumption during pregnancy.”

Avoid unverified claims and outdated advice.

Why? Accurate, consistent information supports informed public understanding and aligns with current public health guidance.

Acknowledge broader influences on alcohol use such as poverty, trauma and addiction.

Say: “Prenatal alcohol exposure is a complex issue influenced by many factors.”

“FASD is potentially preventable”.

Avoid oversimplified statements like “FASD is 100% preventable.”

Why? This phrase ignores systemic factors and can stigmatise mothers.

Where possible, promote the importance of planning pregnancies and the value for both parents to stop drinking, as part of preconception care.

Say: “When planning a pregnancy, both parents can support each other to stop drinking.”

Avoid messaging that places responsibility solely on pregnant women.

Why? Planned pregnancies can avoid early alcohol exposure. Emerging evidence shows that fathers' alcohol use can affect fertility as well as the baby’s health.

Recognise that alcohol use reflects broader socio-economic and community contexts.

Say: “Partners, families and communities play a vital role in supporting alcohol-free pregnancies.”

Avoid framing alcohol use in pregnancy as solely the responsibility of pregnant women.

Why? Shared responsibility supports awareness and helps reduce harm at a population level.

Highlight the influence of alcohol marketing, availability and industry practices.

Say: “The primary remit of the alcohol industry is to be profitable.”

Avoid emphasising that individual behaviour change is the only solution to alcohol harms.

Why? Industry practices contribute to alcohol‑related harm, including alcohol consumption during pregnancy and FASD.

Report on FASD as a health issue that affects all sectors of society.

Say: “Wherever there is alcohol consumed, there is FASD.”

Avoid narratives that reinforce blame, discrimination or racism.

Why? Misrepresentation contributes to stigma and is inaccurate.

Use inclusive images depicting a diverse range of people, families and communities participating in everyday life that promote healthy behaviours. Use de-identified images unless you have consent.

Avoid images of isolated or naked pregnant bellies, harmful alcohol use or imagery that causes distress. Avoid images depicting Aboriginal people or stigmatised groups.

Why? These visuals can induce guilt, oversimplify the issue and stigmatise certain groups.

Prioritise perspectives that reflect lived experience, agency and strengths.

Ask: “What supports have made the biggest difference for you?”

“What would you like people to understand better?”

Avoid framing experiences in ways that imply personal failure or irresponsibility.

Why? This approach humanises reporting and avoids reinforcing stereotypes.

Say: “When breastfeeding, not drinking alcohol is safest for your baby”

“When breastfeeding, it’s important to ensure the breastmilk your baby drinks is always alcohol-free.”

Avoid statements unsupported by evidence, such as ‘Alcohol in breast milk causes brain damage in infants.’