Redefine alcohol: WHO’s urgent call for Europe to rethink alcohol’s place in society

Copenhagen, 2 October 2024

Alcohol accounts for nearly 1 in 11 deaths in the WHO European Region. The new campaign from the WHO Regional Office for Europe aims to change that.

Alcohol is linked to over 200 diseases, among them at least seven types of cancer, including breast and colon cancers. Alcohol is currently directly responsible for 8.8% - 1 in 11 - of total deaths in the European Region. Yet despite these serious health risks and damaging outcomes, less than half of Europeans are aware of the link between alcohol and cancer.

As the world marks Breast Cancer Awareness Month, it is worth noting that according to a recent study, only 21% of women across 14 European countries were aware of the connection between alcohol consumption and the risk of developing breast cancer - a risk that starts already with low levels of drinking.

Closing the knowledge and awareness gap

That is why the Regional Office is launching a new regional campaign to close this information gap by sharing the latest research on alcohol's health impacts and encouraging open discussions about the often-overlooked harms.

"Redefine alcohol" calls on Europeans to reflect on their personal and societal relationships with alcohol, urging a reconsideration of alcohol's role in daily life, celebrations and traditions. The campaign aims to raise awareness of the health risks and hidden dangers associated with alcohol consumption and inspire healthier choices.

"Beyond its physical effects, alcohol contributes to wider societal problems, too," explains Dr Gauden Galea, Strategic Advisor to the WHO Regional Director for Europe, and Director of the Special Initiative on Noncommunicable Diseases and Innovation. "Alcohol consumption is a key contributor to violence, including sexual and gender-based violence, road injuries and other forms of harm that affect not only drinkers but their families and communities more widely.

"Ultimately, people must be empowered to make informed choices about their own health and behaviour. That's why the "Redefine alcohol" campaign is sharing evidence-based information and encouraging individuals to rethink their habits and relationships with alcohol, while also urging policy-makers and health authorities to help bring about a broader cultural shift in how alcohol is viewed and regulated in society."

People with lived experiences share their stories

The Regional Office will share powerful stories throughout the months of October and November, showcasing insights from European change-makers who have transformed their lives by redefining their relationship with alcohol and realizing it no longer has a place in their lives.

These stories highlight the many benefits of reducing or quitting alcohol altogether, including better physical and mental health linked to better sleep, concentration and energy, deeper connections and relationships, and a greater appreciation of life overall.

"Individual choices are important but they are not enough," said Dr Galea. "In our region, alcohol is too cheap, too available and too heavily promoted. We must create environments where healthier decisions are easier for everyone. A product that causes as much harm as alcohol should be more strictly regulated. We know what needs to be done - but we need decision-makers to prioritize public health."

Through collaboration with policy-makers, communities and health advocates, "Redefine alcohol" promotes an environment that makes it easier for people to reduce alcohol consumption, contributing to a safer and healthier Europe.

The communications campaign is part of the WHO/European Union (EU) Evidence into Action Alcohol Project (EVID-ACTION), launched in 2022. The project, co-funded by the EU, aims to translate research into actionable policies to reduce alcohol-related harm across 30 countries in Europe, and contributes to the goals of the Europe's Beating Cancer plan.

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