Alcohol consumption in the WHO European Region accounts for nearly one in eleven deaths, a staggering statistic that underscores the urgent need for a societal shift in how alcohol is perceived and consumed. This dire situation has prompted the WHO Regional Office for Europe to launch a new campaign aimed at redefining alcohol’s role in society, particularly highlighting its link to over 200 diseases, including at least seven types of cancer such as breast and colon cancers.

Health Risks and Lack of Awareness

Despite the serious health risks associated with alcohol, there remains a significant gap in public awareness. Recent studies indicate that less than half of Europeans are aware of the connection between alcohol and cancer. Notably, only 21% of women across 14 European countries recognise the risk of developing breast cancer due to alcohol consumption, even at low levels of drinking.

The “Redefine Alcohol” Campaign

To address these issues, the WHO is spearheading the “Redefine Alcohol” campaign, which seeks to close the information gap by disseminating the latest research on alcohol’s health impacts. The campaign aims to provoke reflection among Europeans about their personal and societal relationships with alcohol, urging a reconsideration of its role in daily life, celebrations, and traditions.

Societal Problems Linked to Alcohol

Beyond its health effects, alcohol is a significant contributor to various societal problems, including violence (particularly sexual and gender-based violence), road injuries, and other harms that affect not only the individuals consuming alcohol but also their families and communities. Dr. Gauden Galea, Strategic Advisor to the WHO Regional Director for Europe, emphasises the need for empowering individuals to make informed health choices and for policymakers to facilitate a cultural shift in how alcohol is viewed and regulated.

Personal Stories and Societal Change

Throughout October and November, the campaign will feature stories from individuals across Europe who have transformed their lives by redefining their relationship with alcohol. These narratives highlight numerous benefits of reducing or eliminating alcohol consumption, such as improved physical and mental health, better sleep, enhanced concentration and energy, and stronger personal relationships.

The Role of Policy and Regulation

Dr. Galea notes that while individual choices are critical, they alone are insufficient. In many European regions, alcohol is notably cheap, readily available, and heavily promoted. The campaign advocates for stricter regulation of alcohol, recognising that a product causing such extensive harm should be subject to more rigorous control. By collaborating with policymakers, communities, and health advocates, the campaign seeks to create an environment conducive to healthier decision-making, ultimately leading to a safer and healthier Europe.

The WHO/EU Evidence into Action Alcohol Project

The “Redefine Alcohol” initiative is part of the WHO/EU Evidence into Action Alcohol Project (EVID-ACTION), launched in 2022. This project, co-funded by the European Union, aims to translate research into actionable policies to mitigate alcohol-related harm across 30 European countries. It aligns with the goals of Europe’s Beating Cancer plan, contributing significantly to public health improvements.

Source: WHO