Alcohol consumption has once again entered the spotlight of global public health debates. In mid-October, the European branch of the World Health Organization (WHO Europe) launched a new Cancer Prevention Manual at its Copenhagen headquarters, advocating for stronger government action on alcohol control.
The manual, developed by the International Agency for Research on Cancer (IARC), identifies alcohol as a leading preventable cause of cancer and calls for a comprehensive policy framework that includes higher taxation, minimum pricing, restrictions on sales, bans on marketing, and even state monopolies to manage alcohol distribution.
According to the IARC, such policies are not only effective public health tools but also among the most cost-efficient investments governments can make. The manual highlights that visible results—such as reduced consumption rates and lower cancer incidences—can appear within five years, aligning conveniently with many political cycles. The WHO also notes that higher taxes on alcoholic beverages can simultaneously serve as a deterrent and an additional source of public revenue.
The political dimension of the debate has grown stronger. On October 15, the Socialist and Democrats (S&D) group in the European Parliament released a statement labeling alcohol a toxic, psychoactive, and addictive substance and reaffirming its classification as a Group 1 carcinogen. The group stressed that alcohol consumption increases the risk of at least seven types of cancer and numerous chronic conditions including liver disease, heart disease, and addiction. The S&D called for an updated EU Alcohol Strategy and urged the European Commission to advance new taxation and regulatory measures.
France has already begun moving in that direction. The French government is examining adjustments to alcohol taxation as part of its 2026 social security financing bill. Meanwhile, the European Commission, through its ongoing review of the Alcohol Taxation Directive, signaled an intent to align its policies with its Europe’s Beating Cancer Plan. A working document published in February pointed to growing concerns about the accessibility and affordability of alcoholic beverages, as well as the marketing of new categories such as “industrial wines” and ready-to-drink mixes.
Beyond Europe, similar efforts are gaining traction. In Canada, Senator Patrick Brazeau introduced a bill that would require cancer warnings on all alcoholic beverage labels. The proposal, supported by organizations like Alcohol Action Ireland, mirrors the recent Irish initiative that mandated such warnings. However, not all experts agree. Dan Malleck, a prohibition historian at Brock University in Ontario, criticized the proposal for evoking outdated rhetoric, arguing that the cancer risk associated with moderate alcohol consumption is often exaggerated and must be contextualized scientifically.
Still, the broader trend is unmistakable: from Europe to North America, public health authorities are striving to denormalize alcohol. This shift reflects a changing global attitude toward drinking—one that sees alcohol less as a cultural staple and more as a health risk requiring active regulation.
As discussions advance in Brussels, Paris, and Ottawa, the global alcohol industry faces mounting pressure to adapt. For governments, these measures promise a dual benefit: safeguarding public health and securing additional fiscal resources. For consumers, however, they mark the beginning of a new era in how societies view, regulate, and ultimately consume alcohol.
Source: Vinetur