The World Health Organization (WHO) has called for mandatory alcohol warning labels to better inform consumers of the health risks tied to drinking, particularly cancer. A new report, “Alcohol health warning labels: a public health perspective for Europe”, emphasises that clear and visible warnings are essential for addressing widespread ignorance about the dangers of alcohol consumption.

Alcohol remains a leading cause of preventable deaths in the WHO European Region, where nearly 800,000 alcohol-attributable fatalities occur annually. Shockingly, awareness of its cancer risks is alarmingly low. For example, WHO research revealed that only 15% of respondents knew alcohol could cause breast cancer, while 39% were aware of its link to colon cancer.

The Case for Mandatory and Effective Labelling

The WHO advocates for mandatory, standardised alcohol warning labels as a key intervention to combat the public health crisis caused by drinking. Health labels on alcohol should include straightforward information about cancer risks, as such warnings have proven to be the most effective in sparking awareness and discouraging harmful consumption.

Currently, only 13 out of 53 WHO European Region Member States enforce mandatory health warning labels on alcohol products, leaving many consumers vulnerable to misinformation. The report underlines the importance of clear design elements, such as prominent text messages combined with pictograms, which are more likely to grab attention and convey the severity of the risks.

Dr Hans Henri P. Kluge, WHO Regional Director for Europe, highlighted the significance of empowering consumers with this critical knowledge. “Providing clear information about the health harms of alcohol is not a limitation, but a right to know. Knowledge saves lives,” said Kluge in support of the initiative.

Label Clarity vs Industry Practices

The report also highlights the shortcomings of voluntary industry-led measures, such as QR codes, which place the burden of seeking health information on consumers. A pilot study found that only 0.26% of shoppers scanned QR codes for health details, reinforcing the necessity of visible, on-pack alcohol warning labels that require no additional effort to understand.

Building Public Support

Support for alcohol warning labels continues to grow across Europe. Research shows that over three-quarters of EU citizens back the inclusion of health risks, including cancer warnings, on alcoholic products. Ireland has taken the lead, passing legislation that mandates cancer warnings on alcohol labels starting in 2026. This pivotal move aligns with European action plans and the “Europe’s Beating Cancer Plan,” which targets a 10% reduction in alcohol consumption by 2025.

Alcohol labels are more than just information—they have the power to reshape cultural norms. Through effective labelling, particularly for younger audiences, WHO argues that Europe can steer behaviour towards healthier, alcohol-free lifestyles. These systemic changes are crucial for reducing alcohol’s devastating impact on public health.

Source: WHO