Alcohol Policy Is Cancer Prevention

Leveraging the Potential of Alcohol Policy for Cancer Prevention

Living in environments free from carcinogens is important for most people. Unfortunately, we still have to live in alcogenic environments.

Alcohol is one of the biggest risk factors for cancer. And cancer caused by alcohol affects millions of people every year. 

At the same time, the alcohol industry works to keep people in the dark about the fact their products cause 7 types of cancer. 

But alcohol policy solutions, such as raising alcohol taxes, are powerful tools for protecting more people from cancer. And when people learn about the link between alcohol and cancer, their support for alcohol policy initiatives increases.

Alcohol Taxation for Cancer Prevention

Raising alcohol taxes is the single most effective tool for reducing population-level alcohol consumption.

In Germany, over a 30-year period, a reduction of alcohol consumption would reduce the burden of new cancers by approximately 244,000 cases. Of all price-based alcohol policy scenarios, a 100% price increase on alcoholic beverages was most effective and would prevent 213,000 alcohol-related cancer cases.

A study from the United States shows that improving alcohol policies in general is also a promising prevention strategy for cancer caused by alcohol.

• The study assessed the link between alcohol policies from 2005 to 2009 and cancer mortality due to alcohol in 50 US states and Washington DC from 2006 to 2010. 
• The states with higher alcohol policy standards had lower rates of cancers caused by alcohol.
• Improving alcohol policies is a promising prevention strategy for alcohol-related cancer.

Alcohol Industry – Misleading About Cancer and Engaging in Pinkwashing

Big Alcohol engages in systematic misinformation and even denial of the link between alcohol and seven types of cancer.

Researchers identified three main alcohol industry strategies:

1. Denial/Omission: Denying, omitting, or disputing the evidence that alcohol consumption increases cancer risk.
2. Distortion: Mentioning cancer but misrepresenting the risk.
3. Distraction: Focusing discussion away from the independent effects of alcohol on common cancers.

Importantly, breast cancer and colorectal cancer are a particular focus for this alcohol industry misrepresentation.

Big Alcohol engages in “extensive misinformation” to confuse people and politicians about the direct link between their products and cancer:

• The alcohol industry deceives people and politicians about the link between alcohol and cancer with 7 misinformation strategies.

Another landmark study from 2022 showed:

Cancer denial or misrepresentation of risk is a particular focus of alcohol industry strategies…”

van Schalkwyk MCI, Petticrew M, Maani N, Hawkins B, Bonell C, Katikireddi SV, et al. (2022)

• For example, alcohol industry school material about “Understanding the risks and harms associated with alcohol’ and the accompanying YouTube film (aimed at 9–11 years) do not include even the mention of cancer.
• The “Talk About Alcohol Teacher Manual and Guidance” does contain information on the risks of cancer, including breast cancer. But the information is misleading because it suggests that the risk of cancer is due to “excess” intake. This contradicts the science showing that there is no safe or healthy amount of alcohol consumption, concerning cancer risk.

This exposes the unethical and predatory practices and reveals Big Alcohol’s fundamental conflict of interest concerning cancer prevention.

Pinkwashing exposed:

Science and community examples show that the alcohol industry deploys marketing in connection to breast cancer causes. Big Alcohol is pinkwashing their image, despite their products being carcinogenic.

• One harmful effect is that pinkwashed beer ads led to greater brand favorability and perceived healthfulness, according to scientific analysis.
• But, exposing pinkwashing holds potential to increase support for alcohol policies.

Cancer Awareness Drives Policy Support

Knowledge that alcohol causes cancer is low in most countries.

Despite overwhelming scientific evidence, most governments have failed to adequately warn the public about alcohol’s cancer risks. While tobacco products carry mandatory cancer warnings, alcohol – another Group 1 carcinogen – does not.

• But a Canadian study found in 2020 that improving knowledge that alcohol causes cancer using labels increases support for alcohol policies.
• A study from the UK also showed that awareness of the alcohol-cancer link is associated with increased support for alcohol policy, including price, availability, and marketing.
• Also in the United States a 2022 study proved that awareness of the alcohol–cancer link is associated with support for alcohol.

The growing recognition of alcohol’s role in cancer is already leading to policy action. Ireland, for example, has mandated cancer warning labels on alcohol products to inform the public. Norway is on a very similar pathway. And the concerns about alcohol as major risk factor for cancer informed and drove the adoption of the WHO Global Alcohol Action Plan in 2022.

As awareness grows, public demand for policies that reduce and prevent alcohol-related cancer risk is expected to increase further. Governments have a responsibility to act on this knowledge and implement evidence-based alcohol policies to protect people’s health and create healthy environments where people can thrive.

How Do Countries Inform Their People That Alcohol Causes Cancer?

More and more countries are taking action to address cancer risks due to alcohol.

Which countries have – or will have – effective warning labels? Which countries have state-of-the-art low-risk alcohol use guidelines, and are there public awareness efforts on alcohol and cancer?

In addition to these questions, Movendi International also provides latest insights into how the alcohol industry works to keep people in the dark about the alcohol and cancer link and how Big Alcohol blocks countries from adopting evidence-based approaches to informing people.