Every parent wants to give their child the best possible start in life. But certain lifestyle choices during pregnancy can have lasting implications, even in ways that are not immediately visible. Recent research has shed light on how prenatal alcohol exposure—even in low to moderate amounts—can impact children’s development, particularly their physical and cognitive health.
A fascinating study of children aged six to eight years analysed how alcohol during pregnancy can affect facial development. Researchers found subtle but consistent changes, such as variations in the shape of the eyes and nose, in children exposed to alcohol in the womb. Alarmingly, alcohol consumption caused these changes to appear. This happened whether the mother consumed alcohol solely in the first trimester or throughout the entire pregnancy.
These findings are undeniably significant. They build on mounting evidence for the sensitivity of a developing foetus to external influences. Reinforcing the concern, experts at the CDC note that “alcohol use during pregnancy is associated with an increased risk of miscarriage, preterm birth, stillbirth, and sudden infant death syndrome (SIDS).” Source: CDC.
Australia holds a troubling distinction in the global health landscape, maintaining one of the highest rates of prenatal alcohol exposure worldwide. As of 2023, 28% of women continue to consume alcohol during pregnancy, representing a significant improvement from 42% in 2013 but still affecting approximately 90,000 births annually. Perhaps more concerning is that 45% of women continue alcohol consumption while breastfeeding, suggesting a fundamental disconnect between health guidance and social behaviour.
The scale of this crisis becomes more apparent when examining drinking patterns before and during pregnancy. Research reveals that 75% of women engaged in risky drinking habits before pregnancy, with alarming continuity rates during pregnancy. Of these women, only 14% completely ceased alcohol consumption after becoming pregnant, while 46% maintained their pre-pregnancy consumption levels, and 40% reduced but continued drinking. These statistics paint a picture of deeply ingrained behavioural patterns resistant to change even in the face of clear health risks.
Understanding and perceptions of alcohol’s risks during pregnancy remain dangerously inadequate. Among individuals planning to conceive, one in three believe there exists a “safe time” to drink during pregnancy, while one in four maintain certain types of alcohol are safe for consumption while pregnant. Even more troubling, 46% remain unaware of the connection between stillbirth and alcohol consumption, and 30% fail to recognise the link between alcohol consumption and FASD. This knowledge gap represents a critical failure in public health education.
Educational System Impact: A Growing Crisis
The impact of FASD on Australia’s educational system has reached crisis levels. The proportion of students requiring additional support has increased dramatically, rising from 18% in 2015 to 25% today. Within these numbers, 13.2% of students struggle with cognitive disabilities, 8.1% face social-emotional challenges, and 2.3% deal with physical disabilities. These statistics represent not just numbers, but individual children whose educational journeys are fundamentally altered by preventable circumstances.
The economic burden of these educational challenges is staggering. Lifetime costs associated with FASD-related educational support range from $2.4 to $6.1 billion, while early school leaving directly attributable to FASD accounts for $91 million in economic impact. Supporting children born with low birth weight adds another $8.8 million to the total, and premature birth support costs reach $244 million. These figures represent only the quantifiable aspects of a much larger social and human cost.
The path to diagnosis and support remains fraught with obstacles. Families typically face a four-year wait between first recognising symptoms and receiving a diagnosis, with private assessments costing up to $7,700. More troubling still, four out of five FASD cases receive initial misdiagnoses, highlighting the critical shortage of trained specialists, particularly in regional areas. This diagnostic delay often means children miss crucial early intervention opportunities, compounding the educational challenges they face.
Advertising Industry’s Role: Profit Over Public Health
The alcohol industry’s response to public health measures has been characterised by consistent resistance and delay tactics. Despite mandatory warning labels being required since July 2020, implementation remains incomplete. The industry’s self-regulation through the Alcohol Beverages Advertising Code (ABAC) scheme has proven ineffective, demonstrating the fundamental conflict of interest in allowing industry self-governance on public health matters.
The digital transformation of alcohol sales has introduced new challenges. Online purchasing and delivery services have created a “bottle shop in your pocket” phenomenon, with insufficient age verification processes and delivery oversight. This digital shift has increased accessibility to vulnerable populations while simultaneously reducing accountability measures. The industry’s exploitation of these digital loopholes demonstrates a prioritisation of profit over public health concerns.
The National FASD Program Campaign: A Model for Change
The National FASD Program Campaign has emerged as a rare bright spot in this challenging landscape. The campaign has achieved remarkable penetration, with 45.5% recognition among the general population, rising to 55.5% among pregnant or breastfeeding women and 65.2% among those trying to conceive. Most significantly, the campaign has driven a 14.2 percentage point increase in alcohol abstinence during pregnancy.
These awareness gains have translated into concrete prevention outcomes. The campaign has contributed to 16,554 fewer women consuming alcohol during pregnancy, preventing an estimated 2,002 FASD cases. Additionally, it has resulted in 369 fewer low birth weight babies, 958 fewer premature births, and 414 fewer miscarriages. The economic impact is equally impressive, generating a $9 social return for every $1 invested and reducing lifetime economic costs by $236 million.
Moving Forward: A Comprehensive Reform Agenda
Addressing Australia’s FASD crisis requires a multi-faceted approach combining enhanced warning systems, strengthened licensing requirements, and comprehensive educational support. Mandatory FASD warning labels must be implemented without further delay, accompanied by standardised pregnancy warnings for online sales. The licensing system for alcohol sales and delivery needs complete overhaul, with stricter RSA protocols and regular compliance monitoring.
The educational system requires significant investment in early intervention programs and teacher training specific to FASD. Healthcare integration must improve, with better access to diagnosis, enhanced family support services, and stronger coordination between health and education services. These changes must be supported by sustained funding and political will to overcome industry resistance.
The Price of Inaction
The evidence is unequivocal: FASD represents a preventable public health crisis with far-reaching educational, social, and economic impacts. While the National FASD Program Campaign demonstrates the potential for positive change, comprehensive reform requires sustained commitment to counter industry influence and protect public health. The annual cost of $2.7-6.4 billion represents not just an economic burden but a moral imperative for immediate action to prevent this ongoing generational crisis. The time for half-measures and industry-led solutions has passed; the health and potential of future generations depend on decisive action now.
Alcohol is a depressant. This means that it slows down the messages travelling between the brain and body which affects the way you think, feel and behave. Alcohol is a very strong drug, and it can cause extreme harm to our health. Large quantities of alcohol are poisonous but even small amounts are very dangerous for developing brains.
In this report Impact Economics and Policy has estimated that the lifetime economic and social costs of exposure to alcohol during pregnancy in Australia range between $2.7 billion and $6.4 billion per year3, including:
Between $2.4 billion and $6.1 billion due to FASD
Between $19.9 million and $24.7 million due to miscarriage
$244 million due to pre-term birth
$8.8 million due to low birth weight
$91 million due to early school leavers
In 2020, the Australian Government funded the first national campaign on alcohol, pregnancy, and breastfeeding. The National FASD Program Campaign has successfully improved awareness and reduced the number of women that consume alcohol:
The number of Australians that agree there is no safe level of alcohol consumption during pregnancy increased from 73.3 to 79.6 per cent.
Among pregnant women that had seen the Campaign, there was a 14.2 per centage point increase in the number consuming no alcohol.
Impact Economics and Policy estimates that 16,554 fewer women consumed alcohol while pregnant in 2023 due to the Campaign, leading to:
2,002 fewer cases of Fetal Alcohol Spectrum Disorder
FASD & Me – Teens Peer Mentoring Program: In an inspiring initiative that addresses the complex needs and celebrates the strengths of children and youth living with Fetal Alcohol Spectrum Disorder (FASD), Adopt4Life has launched the bilingual program “FASD & Me: Strengthening My Community.” This innovative program is a beacon of hope and support for hundreds of families navigating the challenges of obtaining accurate diagnoses and developing strategies for long-term success for their children affected by FASD.
World Federation Against Drugs (W.F.A.D) Dalgarno Institute is a member of this global initiative. For evidence based data on best practice drug policy in the global context.
The Institute for Behavior and Health, Inc. is to reduce the use of illegal drugs. We work to achieve this mission by conducting research, promoting ideas that are affordable and scalable...
Drug Free Australia Website. Drug Free Australia is a peak body, representing organizations and individuals who value the health and wellbeing of our nation...
(I.T.F.S.D.P) This international peak body continues to monitor and influence illicit drug policy on the international stage. Dalgarno Institute is a member organisation.
The National Alliance for Action on Alcohol is a national coalition of health and community organisations from across Australia that has been formed with the goal of reducing alcohol-related harm.
RiverMend Health is a premier provider of scientifically driven, specialty behavioral health services to those suffering from alcohol and drug dependency, dual disorders, eating disorders, obesity and chronic pain.
Every parent wants to give their child the best possible start in life. But certain lifestyle choices during pregnancy can have lasting implications, even in ways that are not immediately visible. Recent research has shed light on how prenatal alcohol exposure—even in low to moderate amounts—can impact children’s development, particularly their physical and cognitive health.
Australia holds a troubling distinction in the global health landscape, maintaining one of the highest rates of prenatal alcohol exposure worldwide. As of 2023, 28% of women continue to consume alcohol during pregnancy, representing a significant improvement from 42% in 2013 but still affecting approximately 90,000 births annually. Perhaps more concerning is that 45% of women continue alcohol consumption while breastfeeding, suggesting a fundamental disconnect between health guidance and social behaviour.
Alcohol is a depressant. This means that it slows down the messages travelling between the brain and body which affects the way you think, feel and behave. Alcohol is a very strong drug, and it can cause extreme harm to our health. Large quantities of alcohol are poisonous but even small amounts are very dangerous for developing brains. 
In this report Impact Economics and Policy has estimated that the lifetime economic and social costs of exposure to alcohol during pregnancy in Australia range between $2.7 billion and $6.4 billion per year3, including:
FASD & Me – Teens Peer Mentoring Program: In an inspiring initiative that addresses the complex needs and celebrates the strengths of children and youth living with Fetal Alcohol Spectrum Disorder (FASD), Adopt4Life has launched the bilingual program “FASD & Me: Strengthening My Community.” This innovative program is a beacon of hope and support for hundreds of families navigating the challenges of obtaining accurate diagnoses and developing strategies for long-term success for their children affected by FASD.
