As a leading cancer prevention charity, World Cancer Research Fund is clear that alcohol is a cause of 7 types of cancer. But in conveying this message to the public, we’re up against a wall of industry-led misinformation.
A staggering 1 in 4 people in Britain think there are no health risks attached to drinking alcohol. World Cancer Research Fund’s polling for Cancer Prevention Action Week (CPAW) also found that just 1 in 14 people were aware that alcohol is linked to cancer when asked unprompted.
These figures are hardly surprising when you consider that alcohol products aren’t even required to list ingredients, let alone health warnings. Adding to this, vague and misleading messaging on alcohol’s health harm distorts the truth about its risks.
The evidence is clear, but alcohol policy doesn’t reflect it
The science is unequivocal. Consumption of any alcohol increases the risk of 7 different cancers, including breast and bowel, two of the most common in the UK. Each year, around 17,000 people in the UK are diagnosed with a cancer caused by alcohol. That’s 46 people, every single day, receiving a devastating diagnosis that could have been prevented.
Yet government efforts to tackle alcohol-related cancers through evidence-based policies are too often delayed, diluted, or derailed by an industry that puts profit above public health.
“Drink responsibly”? – the language designed to mislead
Are you able to define what “drink in moderation” or “drink responsibly” really mean?
If not, you are not alone. Our polling showed that UK adults don’t have a consistent and universal definition. This is by design. Strategically ambiguous phrases shift responsibility onto individuals, without specifying safe limits or acknowledging the health risks. In doing so, they serve industry interests while keeping the public in the dark.
The same tactics are used to obscure the cancer risk. In 2018, a study by Professor Mark Petticrew found that the alcohol industry regularly employs misleading language, cherry-picked evidence, and inaccurate claims to confuse the public about the well-established link between alcohol and cancer. These aren’t isolated incidents; they’re part of a coordinated playbook, reminiscent of Big Tobacco. It is also important to recognise that industry-funded youth education resources have been found to align more closely with industry interests than those of children and young people.
The tide is turning but not fast enough
Despite sustained industry lobbying, support for action is growing. MPs are largely in favour of policies to tackle alcohol harm, with polling conducted by Alcohol Change UK finding that 77% of MPs want to see funding for treatment services protected.
Support amongst the public is also growing. In April 2025, polling by Public First showed that most of the public are in favour of government interventions on alcohol, with 75% supporting warning labels on alcohol, 72% supporting limits on where alcohol can be sold, and 60% supporting a levy on alcohol businesses.
We must continue to take a stand for public health
We’ve also seen some progress on alcohol policy internationally. From May 2026, all alcohol products sold in Ireland will require mandatory health warnings, including on cancer. It’s a major step forward but one that hasn’t come easily.
Even now, with all relevant legislation passed, the alcohol industry continues to push back, falsely claiming that the labelling rules will harm Ireland’s international trade. In reality, the labels will only apply to products sold within Ireland and will have no impact on exports. This is yet another example of industry trying to delay vital measures to protect public health. This tactic somewhat worked in Scotland, where MUP was delayed for over 6 years – costing lives.
The Irish government must stand their ground and set a much-needed example for other countries to follow. That’s why World Cancer Research Fund and the Institute of Alcohol Studies have written to the Taoiseach and Health Minister in support of the labels.
It is time for change
At all levels, we need to protect health policy from industry influence. The responsibility of this lies with the UK government, who must follow the World Health Organization’s guidance on conflict of interest management. We also need to reclaim the narrative around alcohol and ensure that people are well-informed about the cancer risk posed by drinking as well as its many other health harms.
England hasn’t had a National Alcohol Strategy since 2012. For Cancer Prevention Action Week (23-29 June), we are running a petition calling on Sir Keir Starmer to introduce a new Strategy for England, ensuring that it is protected from industry influence. If the government wants to make good on its commitment to move from sickness to prevention, it needs to take action on alcohol and to support thousands of people to avoid developing an alcohol-related cancer.
Find out more about World Cancer Research Fund’s campaign and sign the petition.
Written by Melissa Dando, Senior Policy and Public Affairs Officer at World Cancer Research Fund.
All IAS Blogposts are published with the permission of the author. The views expressed are solely the author’s own and do not necessarily represent the views of the Institute of Alcohol Studies.