Alcohol Is Becoming the New Tobacco!

Alcohol Causes 740 Thousand Cancer Diagnoses Worldwide Each Year

According to the World Health Organization, in 2020, 740 thousand cancer cases worldwide were linked to alcohol. Europe was among the most affected regions, accounting for nearly a quarter. Research shows even light or moderate drinking increases breast, liver, colon, and oral cancer risk.

In 2013, Ireland's Department of Health proposed measures to reduce alcohol use and harm. At the time, Ireland had consumption of 14 liters of pure alcohol per person annually , placing it among the highest rates worldwide for consumption.

By 2023, this had fallen to 9.9 liters per person, but surveys found nearly 15% of people aged 15 or older had alcohol use disorder . At ages 15-24, rates were much higher: among men, 37%, and among women, 38%.

In 2018, Ireland adopted the Public Health Alcohol Act to reduce consumption and harm, delay drinking among children and young people, and regulate supply and pricing. Many of its 31 proposals were weakened before passage. Labeling requirements nevertheless survived intact, followed by secondary legislation setting label format, size, and dimensions.

From 2026, Ireland will become the first country legally requiring comprehensive warnings on alcohol products. Beer, wine, and spirits must carry labels in large red capitals stating, "THERE IS A DIRECT LINK BETWEEN ALCOHOL AND FATAL CANCERS" and "ALCOHOL CONSUMPTION CAUSES LIVER CANCER."

A Hard-fought Achievement

Alcohol Action Ireland CEO Dr. Sheila Gilheany calls labeling a major victory, achieved after 60 organizations joined forces under the Alcohol Health Alliance.

Dr. Sheila Gilheany:

“Alcohol is the only substance not subject to the same regulation as products such as milk and water. It is completely unregulated. Comprehensive labeling is an achievement and a milestone for Ireland and the world.”

“Consumers have a right to know the risks, but the industry tries to downplay them and claim they do not exist or are complicated. Mandatory labeling takes some marketing power from the industry and puts it in government hands.”

Labeling is part of a broader package Ireland is introducing gradually. Since 2018, modest advertising restrictions have included bans within 200 meters of schools and playgrounds and on public transport. Meanwhile, marketing for zero-alcohol products has expanded.

• Related topic: The Rise of Alcohol-free Social Drinks: New Choices, New Habits

A Well-established Cancer Link That Remains Little Discussed

Approximately 40 years ago, the World Health Organization (WHO) identified alcohol as carcinogenic in humans. Subsequent research has continued to support links with breast, liver, mouth, colon, and throat cancers.

In 2020, an estimated 740 thousand cancers worldwide were caused by alcohol, nearly a quarter in Europe. In 2023, WHO and the International Agency for Research on Cancer stated: "There is clear evidence that light or moderate alcohol consumption increases cancer risk. No safe level of alcohol consumption can be established for cancer."

Paula O'Brien of the University of Melbourne, Australia, says the link is long established but public awareness remains very low :

“Although the link between alcohol and cancer is well established, it has not been the focus of health campaigns or addressed by governments.”

Ireland's Action and Its Global Impact

Dr. Sheila Gilheany said, “Alcohol is the only substance not subject to the same regulation as products such as milk and water; it is completely unregulated”.

After Ireland's long campaign for labeling, the question remains: if the cancer link is so clear, why has action been so slow?

Dr. Daša Kokole, who advises WHO on alcohol labeling, says producer opposition is a major barrier to policy development. More countries have nevertheless begun highlighting cancer risks in recent years.

Gilheany points to Norwayas a leader. Rather than setting low-risk drinking limits, Norway has banned alcohol advertising and aims for zero consumption.

Changing Alcohol Consumption

The industry's focus on new markets, particularly low- and middle-income countries where regulation is often incomplete, is concerning. Kokole says this should be a warning to governments.

Experts expect Ireland's warnings to have effects beyond its borders.

Dr. Paula O'Brien added, "If one country does it, others will follow. Research shows that where alcohol containers carry warnings, consumers become more receptive to stricter regulation. Public health involves small steps and how much regulation society can tolerate".