Background: Stigma experiences have been frequently reported among individuals with alcohol use disorder (AUD). The aim of the present study was to investigate perspectives on alcohol stigma of three groups: service users with AUD, family members of service users, and staff working with service users in an addiction clinic.

Method: We applied a qualitative research design using semi-structured interviews which were analyzed through inductive thematic analysis. Participants consisted of 20 service users receiving treatment for AUD, seven family members of service users, and eight staff members (n = 35, ages 23-75).

Results: The themes identified were: Public stigma, Personal stigma and self-stigma, Stigma embedded in the cultural and social context, and Counteracting Stigma. Participants highlighted the negative impact of stigma including that it increased alcohol consumption and delays treatment-seeking. Participants reported apprehensive attitudes towards treatment and self-stigma such as a negative view of self.

Conclusion: Overall, alcohol-related stigma needs to be understood as a multifaceted construct that manifests through behaviours such as individuals with AUD being dismissed and discriminated against, and beliefs and attitudes towards alcohol consumption and treatment-seeking such as individuals with an AUD being perceived as having negative attributes. Several strategies to reduce stigma were suggested by participants.

[Preprint version available at researchgate.]