Lou Portero

Urban Health Today

U.S. Surgeon General Dr. Vivek Murthy recently called for updated warning labels on alcoholic beverages to highlight the significant cancer risks associated with drinking, a move prompted by mounting evidence that no level of alcohol consumption is entirely safe. The current U.S. labels date back to 1989 when health messaging was primarily focused on acute harms such as impaired driving and fetal health during pregnancy. Since then, <a href="https://www.hhs.gov/surgeongeneral/priorities/alcohol-cancer/index.html">research has revealed a stronger link between alcohol and at least seven types of cancer, including breast, colon, and liver cancers</a>, yet many people remain unaware of these risks.
Critics of the current labels note that vague references to “health problems” fail to convey how even moderate drinking can increase cancer risk. Studies also suggest that small, hard-to-notice warnings—often tucked away on the back of bottles—have limited impact on behavior and may go unnoticed by most consumers. In contrast, large, colorful labels featuring more specific health messages have attracted attention and raised awareness, as demonstrated by <a href="https://www.uvic.ca/research/centres/cisur/projects/active/projects/northern-territories-alcohol-study.php#:~:text=Three%20warning%20labels%20were%20introduced,guidelines%2C%20and%20standard%20drink%20information.">experiments in Canada’s Yukon territory</a>. After adding bold labels about cancer risks and recommended drinking guidelines, researchers observed a reduction in alcohol sales and an increase in public knowledge. Experts say that adopting similar measures in the United States could help close the knowledge gap for millions of Americans who remain unaware of the relationship between alcohol consumption and cancer risk.
The World Health Organization and various public health advocates argue that effective labeling should include clear language <a href="https://www.who.int/europe/news/item/04-01-2023-no-level-of-alcohol-consumption-is-safe-for-our-health">linking alcohol to specific cancers</a>, along with more prominent visuals or graphics that make the warning harder to overlook. It would also highlight drink serving sizes and the amount of alcohol in each container. When labels remain unchanged for decades, they become easy to ignore, so periodically refreshing the design and content could be key to keeping up-to-date messaging in front of consumers.
While updated labels alone may not completely overhaul drinking habits, they would better reflect the scientific consensus that has emerged since 1989. With Dr. Murthy’s push to spotlight the growing body of research on alcohol-related cancers, the hope is that heightened awareness can, over time, shift cultural attitudes toward alcohol and empower individuals to make more informed decisions about their health. 
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Sources:
<a href="https://www.hhs.gov/surgeongeneral/priorities/alcohol-cancer/index.html">DHHS &#8211; Alcohol and Cancer Risk</a>
<a href="https://www.uvic.ca/research/centres/cisur/projects/active/projects/northern-territories-alcohol-study.php#:~:text=Three%20warning%20labels%20were%20introduced,guidelines%2C%20and%20standard%20drink%20information.">University of Victoria &#8211; Northern Territories Alcohol Labels Study</a>
<a href="https://www.who.int/europe/news/item/04-01-2023-no-level-of-alcohol-consumption-is-safe-for-our-health">WHO News &#8211; No Level of Alcohol Consumption is Safe for Our Health</a>
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U.S. Surgeon General Dr. Vivek Murthy recently called for updated warning labels on alcoholic beverages to highlight the significant cancer risks associated with drinking.