Growing Public Awareness Signals Progress for Alcohol Prevention
More U.S. Americans now understand that alcohol use increases the risk of cancer.
According to a nationally representative survey by the Annenberg Public Policy Center, 56% of adults in the United States recognise that regular alcohol use raises the likelihood of developing cancer.
This marks a significant increase from 40% in September 2024.
This shift in public awareness comes shortly after (now former) U.S. Surgeon General Dr. Vivek Murthy issued an advisory on January 3, 2025. The advisory called for updated warning labels on alcoholic product containers to highlight the elevated cancer risk linked to alcohol use. The Surgeon General emphasised that alcohol is a Group 1 carcinogen that contributes to at least seven types of cancer, including breast, colon, and liver cancer.
In fact, according to Annenberg, this warning was the only recent report on alcohol and health to gain significant public attention.
Awareness Influences Behaviour, but Gaps Remain
The Surgeon General’s advisory – and media reporting as well as social media attention to it – had a measurable effect on people’s attitudes and awareness, and some people’s behaviours.
Nearly 1 in 3 respondents (29%) who encountered recent reports about alcohol and health said they would be less likely to accept alcohol use at social events.
This suggests that clear communication from health officials can influence behavior in support of reducing alcohol consumption.
However, 61% reported that the reports had no effect on their behaviour. Only 9% said the information made them more likely to engage in alcohol use, a small but concerning figure. Among this group, 73% also said they would be more likely to continue with a second instance of alcohol use if offered.
Limited Recognition of Broader Scientific Evidence
Despite the attention to the Surgeon General’s advisory, public awareness of other recent scientific findings remains low. For instance, a December 2024 report from the National Academies of Sciences, Engineering, and Medicine (NASEM) reviewed links between moderate alcohol use and several health outcomes. The report noted that already low levels of alcohol use are linked with an increased risk of breast cancer. A separate report, led by the Substance Abuse and Mental Health Services Administration (SAMHSA) and released in January 2025, confirmed that small amounts of alcohol use contributes to liver disease, cancer, and injuries.
Yet, the Annenberg survey found that very few respondents were aware of these reports. In fact, 44% of those exposed to health information about alcohol were unsure which report they had seen. Nearly half (46%) identified the Surgeon General’s advisory specifically.
Understanding of “Moderate” Alcohol Use Remains Incomplete
The survey clarified that low-dose or “moderate” alcohol use is defined as one unit per day for women and up to two for men.
Among respondents who had encountered only one report, 47% believed that low-dose alcohol use has harmful effects. Another 25% said it has both harmful and positive effects. Alarmingly, 20% were still unsure.
This reveals a need for clearer public education on the risks of all levels of alcohol use. Effective alcohol awareness initiatives need to overcome alcohol industry deception and the misinformation that continues to cloud public understanding.
But the increase in awareness about alcohol’s cancer risks demonstrates the power of timely, evidence-based communication that reaches into the social media as well as traditional media. However, the survey also highlights the need for sustained initiatives to raise the recognition of risks and harms due to alcohol, supported by science and shared responsibility. These findings affirm that when people understand the risks, many choose to protect their health and support improving public health policies.
Source article
Annenberg Public Policy Center: “Awareness Grows of Cancer Risk From Alcohol Consumption“