How many bottles have traveled across the seas thousands of kilometers without a specific destination, carrying messages of farewell, help and, also, love. Currently, several countries are studying including other types of messages on alcoholic beverages to warn of the risks associated with alcohol consumption that can help reduce the enormous burden of suffering caused by cancer.
The World Health Organization classifies alcohol as a Group 1 carcinogen, that is, the highest risk group. There is solid scientific evidence of its relationship with at least seven types of cancer, including some of the most common, such as breast or colon cancer.
Furthermore, in the case of cancer there is no amount at which alcohol can demonstrate beneficial effects or simply be harmless. The risk begins with very low doses, so there is no safety threshold in its consumption.
In 2020, it was estimated that around 750,000 new cases of cancer in the world were attributable to alcohol, and that 100,000 of them originated in people with consumption of less than 20 grams per day (equivalent to two beers or two glasses of wine).
Despite the overwhelming consistency of this association, a large majority of the European population is unaware of this link. For example, only 10 to 20% know that it is a risk factor for breast cancer. Therefore, it seems reasonable to try to ensure that consumers are objectively informed about the dangers that their consumption could entail.
The European Plan to Fight Cancer recommended in 2021 a series of preventive measures to reduce alcohol consumption. Among them, the inclusion of health warnings on alcoholic beverages before the end of 2023.
It has been proven that these types of messages on tobacco packages, especially those that combine text and images, raise awareness among the population about their serious health risks. They also motivate consumers to quit smoking and reduce the appeal of cigarettes to people who are not yet addicted, especially young people.
Although there is still not as much scientific evidence as in tobacco, several studies have evaluated the effectiveness of alcoholic beverages in communicating cancer risks. Their conclusion is that they increase knowledge about the adverse effects of their consumption. In order to increase their effectiveness, it is recommended that the messages be clear, direct, short, that they incorporate images and are located on the front of the packaging.
Worldwide, nearly 50 countries have some legislation that regulates warnings on the labeling of alcoholic beverages. Most use generic messages about the risks, or focused on avoiding consumption during pregnancy, in minors or if you are going to drive.
In the European Union (EU), only four countries (France, Germany, Ireland and Lithuania) have regulated health warnings, although they do not include specific messages about cancer risks. France was a pioneer in 2007 by making it mandatory to include a warning related to its effects during pregnancy.
Thailand, in 2010, and South Korea, in 2016, proposed a regulation to introduce messages aimed at informing about cancer risks. Similar proposals are also being prepared in Canada and Norway.
In Europe, in 2026 Ireland will be the first EU country in which all products containing alcohol will include health warnings about this risk. Since this country notified its initiative to the EU, nine member states sent opinions and allegations that fortunately have not stopped the implementation of this regulation.
A measure of this magnitude requires strong social support. It must be taken into account that a majority of the population consumes alcohol regularly, so it is necessary to obtain the support not only of the abstaining and ex-drinking population, but also of those who drink regularly.
According to the 2010 Eurobarometer, 79% agreed to include messages to avoid consumption during pregnancy and in relation to driving. More recently, two-thirds of Germans have said they are in favor of including health warnings, while 84.2% of respondents in Ireland believe they should be informed of the risks of alcohol consumption and cancer.
Despite strong social support, the introduction of warnings is facing stiff opposition from the alcohol industry. It’s not something new. Obstruction by various member countries of the World Trade Organization is delaying its implementation in Thailand. And in France, the industry’s influence against pregnancy warnings is well documented.
And the industry does not want regulations: it wants to self-regulate; That is, each sector voluntarily commits to implementing the warnings as it considers. However, it is well known that self-regulation is not effective.
The only way to ensure that citizens have accessible, clear and objective information on the risks of alcohol consumption and cancer is through legislation that establishes the content, characteristics, form (text and image) and location of warnings. .
Let us hope that Ireland’s initiative will be an incentive for other countries to launch similar proposals in the near future. The “message in a bottle” of alcohol, in consumer networks, can contribute, along with other preventive measures, to reducing the incidence of cancer.
This news was originally published on The Conversation. Iñaki Galán Labaca is an epidemiologist. Area: risk factors for chronic diseases, Carlos III Health Institute.
