Scientific Article
How Big Alcohol Misleads Public About Alcohol And Cancer

Mark Petticrew (E-mail:, Nason Maani Hessari, Cécile Knai, Elisabete Weiderpass
Petticrew, M., Maani Hessari, N., Knai, C. and Weiderpass, E. (2017), How alcohol industry organisations mislead the public about alcohol and cancer. Drug Alcohol Rev.. doi:10.1111/dar.12596
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    Drug and Alcohol Review
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How alcohol industry organisations mislead the public about alcohol and cancer

Original Paper


Introduction and Aims

Alcohol consumption increases the risk of several types of cancer, including several common cancers. As part of their corporate social responsibility activities, the alcohol industry (AI) disseminates information about alcohol and cancer. The researchers examined the information on this which the AI disseminates to the public through its ‘social aspects and public relations organizations’ and related bodies.

The aim of the study was to determine its comprehensiveness and accuracy.

Design and Methods

Qualitative analysis of websites and documents from 27 AI organisations. All text relating to cancer was extracted and analysed thematically.


Most of the organisations were found to disseminate misrepresentations of the evidence about the association between alcohol and cancer. Three main industry strategies were identified:

  1. Denial/omis- sion: denying, omitting or disputing the evidence that alcohol consumption increases cancer risk;
  2. Distortion: mentioning cancer, but misrepresenting the risk; and
  3. Distraction: focussing discussion away from the independent effects of alcohol on common cancers.

Breast cancer and colorectal cancer appeared to be a particular focus for this misrepresentation.

Discussion and Conclusions

The alcohol industry appears to be engaged in the extensive misrepresentation of evidence about the alcohol-related risk of cancer. These activities have parallels with those of the tobacco industry. This finding is important because the industry is involved in developing alcohol policy in many countries, and in disseminating health information to the public, including schoolchildren. Policymakers, academics, public health and other practitioners should reconsider the appropriateness of their relationships to these alcohol industry bodies.

Source Website: Wily Online Library