“Every drop counts but not in the way you think.”

The answer lies in one of the most sophisticated misinformation campaigns in modern history, orchestrated by an industry that makes tobacco companies look like amateurs.

The Brutal Reality: Alcohol by the Numbers

“2.6 million reasons to rethink that drink.”

Let’s start with the facts that Big Alcohol desperately wants you to ignore. In 2019 alone, alcohol was responsible for 2.6 million deaths worldwide. That’s roughly 7,100 people dying every single day from alcohol-related causes. Men bore the brunt of this carnage, accounting for 2 million of these deaths.

But death is just the tip of the iceberg. Alcohol contributes to over 200 different health conditions, from liver disease and heart problems to mental health disorders and cancer. The World Health Organisation has classified alcohol as a Group 1 carcinogen – putting it in the same category as asbestos and tobacco. It’s directly linked to at least seven types of cancer, including breast, liver, and bowel cancers.

The numbers are staggering:

• 400 million people globally suffer from alcohol use disorders
• Alcohol is the leading risk factor for death and disability in people aged 15 to 49
• Even so-called “light” drinking accounts for half of all alcohol-related cancers in Europe
• 90% of teenagers in Australia regularly see alcohol advertisements online

“Young people aren’t customers, they’re targets.”

Perhaps most disturbing is how alcohol disproportionately affects young people. Those aged 15-39 make up nearly 60% of harmful drinkers globally, with males comprising three-quarters of this group. The industry doesn’t see young people as future adults who might choose to drink responsibly – they see them as “heavy-using loyalists of tomorrow.”

The £1.17 Trillion Lie Machine

“Profits over people… it’s not just business, it’s personal.”

The global alcohol industry generates £1.17 trillion annually, surpassing the GDP of 179 countries. Companies like AB InBev, Diageo, Heineken, and Pernod Ricard aren’t just making money – they’re making obscene profits. AB InBev alone pocketed £6 billion in 2022, while Diageo raked in £4.4 billion.

But here’s the dirty secret they don’t want you to know: their entire business model depends on harmful drinking. In England, 68% of alcohol industry revenue comes from people drinking above recommended guidelines, with 23% coming from those drinking at extremely harmful levels. If everyone followed safe drinking guidelines, the industry would lose 38% of its revenue overnight.

This explains everything. The industry can’t afford for people to drink responsibly – they need people to drink dangerously.

Research shows that just 10% of adults account for more than half of all alcohol consumed in the US. The industry’s profits literally depend on addiction, with underage drinking alone contributing £10 billion annually to US alcohol companies.

“Self-regulation is like asking foxes to guard the henhouse.”

The Masterclass in Manipulation

The alcohol industry has perfected the art of deception, using tactics that would make political spin doctors blush. Their strategy is multi-pronged and devastatingly effective:

1. The Lobbying Blitz

They spend billions annually lobbying governments, forming cosy relationships with policymakers and intervening in health policy processes. The Scotch Whisky Association fought Scotland’s minimum unit pricing policy for six years, despite evidence that it would save lives. When the policy finally passed, alcohol-related deaths dropped – proving the industry was willing to let people die to protect profits.

2. The Self-Regulation Scam

Industry groups like the Portman Group in the UK promote “voluntary” marketing codes that are about as effective as chocolate teapots. Analysis shows these codes consistently fail:

• Marketing regularly targets children and vulnerable groups
• A third of alcohol products in the UK still don’t display updated drinking guidelines six years after their release
• 90% of teenagers see alcohol ads online despite supposed “protections”

3. The Research Racket

The industry funds its own research to muddy the waters. They target early-career researchers with funding, shaping entire academic careers towards pro-industry agendas. A major 2018 cardiovascular health study was cancelled when evidence of pro-industry bias came to light.

Industry-funded groups like Drinkaware in the UK present themselves as independent health organisations while pushing corporate narratives. They use “strategic ambiguity” to downplay cancer risks and amplify any hint of potential benefits.

4. The Digital Predator

Social media has become the industry’s secret weapon. They can now target vulnerable groups with surgical precision, including young people seeking mental health support. Digital marketing exposes children to alcohol advertising at unprecedented levels, creating the next generation of customers before they’re legally allowed to drink.

“When the industry says ‘responsible drinking,’ they mean ‘profitable drinking.'”

Sabotaging the Solution: The UN Scandal

“60 proposals, one agenda – profit over people.”

The alcohol industry’s most brazen attempt at manipulation came during consultations for the WHO Global Action Plan 2022-2030. This plan, designed to reduce alcohol-related deaths and suffering worldwide, represented hope for millions of families affected by alcohol.

Big Alcohol wasn’t having it.

Industry groups submitted 60 proposals – a staggering 24% of all feedback. Their goal wasn’t to improve public health; it was to legitimise themselves as stakeholders in health policy and weaken government regulation.

The tactics were shameless:

• 90% of industry submissions demanded a greater role for alcohol companies in tackling harm (like asking arsonists to join the fire brigade)
• Over half tried to discredit WHO’s evidence-based “SAFER” initiative
• Only 36% referenced any evidence at all, and most of that was misrepresented or irrelevant

The International Alliance for Responsible Drinking (IARD), backed by giants like Diageo and Heineken, used the UN platform to spread outright lies:

The Claim: Declining alcohol deaths mean no urgent action is needed. The Reality: While age-adjusted deaths decreased by 20.2%, absolute deaths only fell by 2.5%. In poorer regions, alcohol harm is actually increasing.

The Claim: Industry partnerships reduce harm. The Reality: Up to 60% of alcohol sales rely on heavy drinking occasions, and WHO identifies industry interference as a major barrier to policy implementation.

The Claim: Youth drinking is declining thanks to industry efforts. The Reality: Youth alcohol use rose 22% in South-East Asia and 26% in the Western Pacific. Over half of 15-year-olds in Europe have consumed alcohol.

“They’re not stakeholders – they’re the problem.”

The Myth of Moderate Benefits

“The only good news about alcohol is fake news.”

Perhaps the industry’s greatest achievement has been convincing people that moderate drinking offers health benefits. This myth is so pervasive that even some doctors still believe it.

The WHO has comprehensively debunked this nonsense. Studies claiming cardiovascular or metabolic benefits from alcohol suffer from flawed methodologies and fail to account for cancer risks. Any theoretical benefits are vastly outweighed by the certainty of harm.

The science is unambiguous: alcohol is a toxin that damages every organ system in the body. The idea that consuming a carcinogen could somehow improve health is as absurd as suggesting that a little bit of asbestos is good for your lungs.

For young people especially, there is no amount of alcohol that doesn’t increase health risks. The theoretical minimum risk exposure level (TMREL) for people aged 15-39 ranges from zero to 0.6 drinks per day – essentially zero for practical purposes.

The SAFER Solution: A Roadmap to Recovery

“Evidence-based action saves lives – industry interference kills them.”

Despite Big Alcohol’s best efforts, the WHO Global Action Plan 2022-2030 provides a clear roadmap for reducing alcohol-related harm. The SAFER initiative outlines five key strategies:

S – Strengthen advance and facilitate implementation of health services for treating alcohol use disorders

A – Advance and facilitate enforcement of measures against drink-driving

F – Facilitate access to screening, brief interventions, and treatment 

E – Enforce bans or comprehensive restrictions on alcohol advertising and marketing 

R – Raise alcohol prices through taxation and pricing policies

These aren’t theoretical policies – they’re proven lifesavers. Countries that have implemented SAFER strategies have seen dramatic reductions in alcohol-related deaths, injuries, and social problems.

The evidence is overwhelming:

• Higher alcohol taxes reduce consumption and generate revenue for healthcare
• Marketing bans protect young people from industry targeting
• Minimum unit pricing prevents the sale of dangerously cheap alcohol
• Restricting availability reduces impulse purchases and binge drinking

“Policy works – when the industry isn’t writing it.”

Excluding the Fox from the Henhouse

“Public health policy without industry interference – revolutionary concept.”

The alcohol industry has forfeited any right to be involved in public health policy. Their interests are fundamentally opposed to human wellbeing. They profit from addiction, disease, and death – there’s no middle ground.

Countries serious about protecting their citizens must:

1. Implement WHO SAFER strategies without industry consultation
2. Ban alcohol industry funding of research and health organisations
3. Exclude industry representatives from health policy discussions
4. Mandate clear health warnings on all alcohol products
5. Restrict marketing across all platforms, especially digital media
6. Increase taxation to reflect the true cost of alcohol harm
7. Educate the public about alcohol’s cancer risks

The industry will resist every step, claiming economic disaster and job losses. This is fear-mongering nonsense. Research shows that a 10% increase in UK alcohol taxes could raise £850 million in national income, create 17,000 jobs, and improve workplace productivity.

“Healthy populations are productive populations.”

A Future Without Industry Lies

“Truth is the best disinfectant.”

Picture a world where young people grow up knowing the truth about alcohol – that it’s a toxic, addictive, cancer-causing drug with no health benefits. Envision public policies driven by evidence instead of industry profits. Healthcare systems could finally be freed from the burden of treating preventable alcohol-related diseases.

This isn’t utopian fantasy. It’s achievable. We’ve done it before with tobacco, and we can do it again with alcohol. The industry will fight dirty, but they’re fighting a losing battle against truth and evidence.

The WHO has shown us the way with their Global Action Plan. Countries around the world are implementing SAFER strategies despite industry opposition. The momentum is building, and Big Alcohol knows it.

Every life lost to alcohol is one we should have saved. Every cancer case caused by drinking didn’t have to happen. And every young person deserves the truth about alcohol—not a sales pitch.

It’s time to choose people over profits.

The choice is clear: we can continue letting a predatory industry shape public health policy, or we can put people before profits.

Alcohol causes nothing but harm. The industry knows it, WHO knows it, and now you know it too. The only question remaining is what you’re going to do about it.

Voices matter. Choices shape lives. And every life is worth fighting for.

(Source: WRD News) 

1. Big alcohols manipulation a) Big Alcohol’s Deception at the UN: How the IARD Hijacked a Global Health Forum to Spread Lies – Movendi International b) https://www.dalgarnoinstitute.org.au/index.php/advocacy/monitoring-alcohol/1684-big-alcohol-attempts…  c)https://www.dalgarnoinstitute.org.au/index.php/advocacy/monitoring-alcohol/2154-big-alcohol-explaine…
2. WHO Alcohol Fact sheet
3. Global alcohol action plan 2022-2030
4. No level of alcohol consumption is safe for our health

Population-level risks of alcohol consumption by amount, geography, age, sex, and year: a systematic analysis for the Global Burden of Disease Study 2020 – The Lancet

The World Health Organisation has made it crystal clear: there is no safe level of alcohol consumption. None. Zero. Not a single drop provides health benefits that outweigh the risks. Yet somehow, millions still believe the myth that a glass of wine is good for the heart or that moderate drinking has protective effects. This widespread belief is a result of decades of misinformation that obscures the real truth about alcohol – a truth backed by science, not spin. How did we get here?

“Every drop counts but not in the way you think.”

The answer lies in one of the most sophisticated misinformation campaigns in modern history, orchestrated by an industry that makes tobacco companies look like amateurs.

The Brutal Reality: Alcohol by the Numbers

“2.6 million reasons to rethink that drink.”

Let’s start with the facts that Big Alcohol desperately wants you to ignore. In 2019 alone, alcohol was responsible for 2.6 million deaths worldwide. That’s roughly 7,100 people dying every single day from alcohol-related causes. Men bore the brunt of this carnage, accounting for 2 million of these deaths.

But death is just the tip of the iceberg. Alcohol contributes to over 200 different health conditions, from liver disease and heart problems to mental health disorders and cancer. The World Health Organisation has classified alcohol as a Group 1 carcinogen – putting it in the same category as asbestos and tobacco. It’s directly linked to at least seven types of cancer, including breast, liver, and bowel cancers.

The numbers are staggering:

• 400 million people globally suffer from alcohol use disorders
• Alcohol is the leading risk factor for death and disability in people aged 15 to 49
• Even so-called “light” drinking accounts for half of all alcohol-related cancers in Europe
• 90% of teenagers in Australia regularly see alcohol advertisements online

“Young people aren’t customers, they’re targets.”

Perhaps most disturbing is how alcohol disproportionately affects young people. Those aged 15-39 make up nearly 60% of harmful drinkers globally, with males comprising three-quarters of this group. The industry doesn’t see young people as future adults who might choose to drink responsibly – they see them as “heavy-using loyalists of tomorrow.”

The £1.17 Trillion Lie Machine

“Profits over people… it’s not just business, it’s personal.”

The global alcohol industry generates £1.17 trillion annually, surpassing the GDP of 179 countries. Companies like AB InBev, Diageo, Heineken, and Pernod Ricard aren’t just making money – they’re making obscene profits. AB InBev alone pocketed £6 billion in 2022, while Diageo raked in £4.4 billion.

But here’s the dirty secret they don’t want you to know: their entire business model depends on harmful drinking. In England, 68% of alcohol industry revenue comes from people drinking above recommended guidelines, with 23% coming from those drinking at extremely harmful levels. If everyone followed safe drinking guidelines, the industry would lose 38% of its revenue overnight.

This explains everything. The industry can’t afford for people to drink responsibly – they need people to drink dangerously.

Research shows that just 10% of adults account for more than half of all alcohol consumed in the US. The industry’s profits literally depend on addiction, with underage drinking alone contributing £10 billion annually to US alcohol companies.

“Self-regulation is like asking foxes to guard the henhouse.”

The Masterclass in Manipulation

The alcohol industry has perfected the art of deception, using tactics that would make political spin doctors blush. Their strategy is multi-pronged and devastatingly effective:

1. The Lobbying Blitz

They spend billions annually lobbying governments, forming cosy relationships with policymakers and intervening in health policy processes. The Scotch Whisky Association fought Scotland’s minimum unit pricing policy for six years, despite evidence that it would save lives. When the policy finally passed, alcohol-related deaths dropped – proving the industry was willing to let people die to protect profits.

2. The Self-Regulation Scam

Industry groups like the Portman Group in the UK promote “voluntary” marketing codes that are about as effective as chocolate teapots. Analysis shows these codes consistently fail:

• Marketing regularly targets children and vulnerable groups
• A third of alcohol products in the UK still don’t display updated drinking guidelines six years after their release
• 90% of teenagers see alcohol ads online despite supposed “protections”

3. The Research Racket

The industry funds its own research to muddy the waters. They target early-career researchers with funding, shaping entire academic careers towards pro-industry agendas. A major 2018 cardiovascular health study was cancelled when evidence of pro-industry bias came to light.

Industry-funded groups like Drinkaware in the UK present themselves as independent health organisations while pushing corporate narratives. They use “strategic ambiguity” to downplay cancer risks and amplify any hint of potential benefits.

4. The Digital Predator

Social media has become the industry’s secret weapon. They can now target vulnerable groups with surgical precision, including young people seeking mental health support. Digital marketing exposes children to alcohol advertising at unprecedented levels, creating the next generation of customers before they’re legally allowed to drink.

“When the industry says ‘responsible drinking,’ they mean ‘profitable drinking.'”

Sabotaging the Solution: The UN Scandal

“60 proposals, one agenda – profit over people.”

The alcohol industry’s most brazen attempt at manipulation came during consultations for the WHO Global Action Plan 2022-2030. This plan, designed to reduce alcohol-related deaths and suffering worldwide, represented hope for millions of families affected by alcohol.

Big Alcohol wasn’t having it.

Industry groups submitted 60 proposals – a staggering 24% of all feedback. Their goal wasn’t to improve public health; it was to legitimise themselves as stakeholders in health policy and weaken government regulation.

The tactics were shameless:

• 90% of industry submissions demanded a greater role for alcohol companies in tackling harm (like asking arsonists to join the fire brigade)
• Over half tried to discredit WHO’s evidence-based “SAFER” initiative
• Only 36% referenced any evidence at all, and most of that was misrepresented or irrelevant

The International Alliance for Responsible Drinking (IARD), backed by giants like Diageo and Heineken, used the UN platform to spread outright lies:

The Claim: Declining alcohol deaths mean no urgent action is needed. The Reality: While age-adjusted deaths decreased by 20.2%, absolute deaths only fell by 2.5%. In poorer regions, alcohol harm is actually increasing.

The Claim: Industry partnerships reduce harm. The Reality: Up to 60% of alcohol sales rely on heavy drinking occasions, and WHO identifies industry interference as a major barrier to policy implementation.

The Claim: Youth drinking is declining thanks to industry efforts. The Reality: Youth alcohol use rose 22% in South-East Asia and 26% in the Western Pacific. Over half of 15-year-olds in Europe have consumed alcohol.

“They’re not stakeholders – they’re the problem.”

The Myth of Moderate Benefits

“The only good news about alcohol is fake news.”

Perhaps the industry’s greatest achievement has been convincing people that moderate drinking offers health benefits. This myth is so pervasive that even some doctors still believe it.

The WHO has comprehensively debunked this nonsense. Studies claiming cardiovascular or metabolic benefits from alcohol suffer from flawed methodologies and fail to account for cancer risks. Any theoretical benefits are vastly outweighed by the certainty of harm.

The science is unambiguous: alcohol is a toxin that damages every organ system in the body. The idea that consuming a carcinogen could somehow improve health is as absurd as suggesting that a little bit of asbestos is good for your lungs.

For young people especially, there is no amount of alcohol that doesn’t increase health risks. The theoretical minimum risk exposure level (TMREL) for people aged 15-39 ranges from zero to 0.6 drinks per day – essentially zero for practical purposes.

The SAFER Solution: A Roadmap to Recovery

“Evidence-based action saves lives – industry interference kills them.”

Despite Big Alcohol’s best efforts, the WHO Global Action Plan 2022-2030 provides a clear roadmap for reducing alcohol-related harm. The SAFER initiative outlines five key strategies:

S – Strengthen advance and facilitate implementation of health services for treating alcohol use disorders

A – Advance and facilitate enforcement of measures against drink-driving

F – Facilitate access to screening, brief interventions, and treatment 

E – Enforce bans or comprehensive restrictions on alcohol advertising and marketing 

R – Raise alcohol prices through taxation and pricing policies

These aren’t theoretical policies – they’re proven lifesavers. Countries that have implemented SAFER strategies have seen dramatic reductions in alcohol-related deaths, injuries, and social problems.

The evidence is overwhelming:

• Higher alcohol taxes reduce consumption and generate revenue for healthcare
• Marketing bans protect young people from industry targeting
• Minimum unit pricing prevents the sale of dangerously cheap alcohol
• Restricting availability reduces impulse purchases and binge drinking

“Policy works – when the industry isn’t writing it.”

Excluding the Fox from the Henhouse

“Public health policy without industry interference – revolutionary concept.”

The alcohol industry has forfeited any right to be involved in public health policy. Their interests are fundamentally opposed to human wellbeing. They profit from addiction, disease, and death – there’s no middle ground.

Countries serious about protecting their citizens must:

1. Implement WHO SAFER strategies without industry consultation
2. Ban alcohol industry funding of research and health organisations
3. Exclude industry representatives from health policy discussions
4. Mandate clear health warnings on all alcohol products
5. Restrict marketing across all platforms, especially digital media
6. Increase taxation to reflect the true cost of alcohol harm
7. Educate the public about alcohol’s cancer risks

The industry will resist every step, claiming economic disaster and job losses. This is fear-mongering nonsense. Research shows that a 10% increase in UK alcohol taxes could raise £850 million in national income, create 17,000 jobs, and improve workplace productivity.

“Healthy populations are productive populations.”

A Future Without Industry Lies

“Truth is the best disinfectant.”

Picture a world where young people grow up knowing the truth about alcohol – that it’s a toxic, addictive, cancer-causing drug with no health benefits. Envision public policies driven by evidence instead of industry profits. Healthcare systems could finally be freed from the burden of treating preventable alcohol-related diseases.

This isn’t utopian fantasy. It’s achievable. We’ve done it before with tobacco, and we can do it again with alcohol. The industry will fight dirty, but they’re fighting a losing battle against truth and evidence.

The WHO has shown us the way with their Global Action Plan. Countries around the world are implementing SAFER strategies despite industry opposition. The momentum is building, and Big Alcohol knows it.

Every life lost to alcohol is one we should have saved. Every cancer case caused by drinking didn’t have to happen. And every young person deserves the truth about alcohol—not a sales pitch.

It’s time to choose people over profits.

The choice is clear: we can continue letting a predatory industry shape public health policy, or we can put people before profits.

Alcohol causes nothing but harm. The industry knows it, WHO knows it, and now you know it too. The only question remaining is what you’re going to do about it.

Voices matter. Choices shape lives. And every life is worth fighting for.

(Source: WRD News) 

1. Big alcohols manipulation a) Big Alcohol’s Deception at the UN: How the IARD Hijacked a Global Health Forum to Spread Lies – Movendi International b) https://www.dalgarnoinstitute.org.au/index.php/advocacy/monitoring-alcohol/1684-big-alcohol-attempts…  c)https://www.dalgarnoinstitute.org.au/index.php/advocacy/monitoring-alcohol/2154-big-alcohol-explaine…
2. WHO Alcohol Fact sheet
3. Global alcohol action plan 2022-2030
4. No level of alcohol consumption is safe for our health
5. Population-level risks of alcohol consumption by amount, geography, age, sex, and year: a systematic analysis for the Global Burden of Disease Study 2020 – The Lancet

A groundbreaking Swedish 10-year alcohol recovery study has unveiled crucial insights into the complex nature of long-term alcohol recovery. The research, which tracked 33 participants over a decade after completing alcohol treatment, challenges conventional wisdom about what successful recovery truly looks like.

Understanding Recovery Beyond Simple Definitions

The study reveals that alcohol rehabilitation isn’t a one-size-fits-all process. Researchers discovered two distinct groups emerging from their decade-long follow-up: those who viewed any alcohol consumption as a relapse, and those who didn’t classify their drinking in these terms.

Participants who defined alcohol use as relapse consistently used language from 12-step programmes, describing themselves as “sober alcoholics” who must restart their sobriety count after any consumption. These individuals had developed sophisticated strategies for managing risk situations and cravings, often reporting that cravings diminished significantly over time.

Conversely, the second group described varying levels of consumption—from occasional social drinking to planned binge episodes—without viewing these as relapses. Crucially, these individuals demonstrated strong self-awareness about their drinking patterns and had developed personal management strategies throughout their recovery journey.

The Role of Self-Efficacy in Long-term Alcohol Recovery

What emerged as a critical factor was self-efficacy—an individual’s belief in their ability to manage their own behaviour. Participants with higher self-efficacy appeared better equipped to maintain positive recovery trajectories, regardless of whether they consumed alcohol.

The research suggests that those who successfully managed occasional alcohol use had developed a deep understanding of their own patterns and limitations. They recognised their “addictive personality” traits but viewed these as manageable characteristics rather than insurmountable diseases.

Time and Context Matter in Recovery

The ten-year timeframe revealed important patterns often missed in shorter studies. Many participants reported that the first five years felt stable, but new challenges emerged later. Some described needing to actively address previous issues again after years of apparent stability.

Social networks played a complex role—sometimes supporting sobriety, other times inadvertently encouraging alcohol use. The study emphasised that recovery capital, including stable housing, employment, and relationships, remained crucial throughout the process.

Rethinking Traditional Approaches to Alcohol Problems

The findings challenge the binary view of recovery that dominates many treatment programmes. Rather than viewing alcohol problems as strictly requiring lifelong abstinence, the research suggests a more nuanced understanding may be beneficial.

Participants who didn’t define their consumption as relapse often demonstrated sophisticated self-reflection about their drinking. They planned their consumption carefully, recognised their limitations, and adjusted their behaviour based on life circumstances—such as becoming parents or responding to partner concerns.

The Complexity of Cravings and Risk Management

The study revealed that cravings weren’t necessarily permanent features of recovery. Many participants reported that cravings had largely disappeared, though they remained vigilant about potential triggers throughout their recovery journey.

Risk situations varied enormously between individuals—from social gatherings to periods of stress or celebration. Those who maintained positive outcomes had developed personalised strategies for managing these situations, whether through complete avoidance or careful planning.

What This Research Means for Understanding Recovery

These findings suggest that successful long-term alcohol recovery may be more about developing robust self-awareness and management skills than adhering to rigid rules. The research indicates that individuals with strong self-efficacy can potentially navigate more flexible approaches to recovery.

However, the study also confirmed that complete abstinence remains the safer path, particularly in early recovery stages. The researchers emphasised that their findings don’t diminish the value of traditional approaches but rather highlight the complexity of recovery processes.

Supporting Recovery: Key Takeaways

The Swedish research underscores the need for continued support throughout the recovery journey, recognising that challenges can emerge even after years of stability. It suggests that alcohol rehabilitation programmes might benefit from acknowledging this complexity whilst maintaining their focus on achieving the best possible outcomes for each individual.

For those supporting someone through recovery, the study emphasises the importance of understanding that each person’s journey is unique. What matters most is developing strong self-awareness, maintaining supportive relationships, and having access to professional guidance when needed.

The insights from this decade-long study provide valuable evidence that long-term alcohol recovery is a complex, individualised process that extends far beyond simple abstinence metrics. Understanding these nuances can help both individuals and professionals approach recovery with greater flexibility and effectiveness.

(Source: WRD News)

Also see 

Prevention & Addiction Sciences – From Recovery to Prevention

Post Drinking Symptom That Could Mean Pancreatic Cancer Risk

Do you notice your face turning red and flushed after a drink? While for many this may seem like a harmless reaction, experts warn that it could actually be a sign of a deeper concern. This common reaction, known as alcohol flushing, may increase your risk of a range of cancers, including lethal pancreatic cancer.

A well-known medical professional, Dr Michael Mrozinski, has shed light on this alarming connection. His insights, backed by genetic science, remind us to consider the risks associated with such reactions and how they can impact our long-term health.

Alcohol Flushing and Cancer Risk

When you consume alcohol, your body breaks it down into a compound called acetaldehyde. This toxic substance is what leads to the familiar symptoms of alcohol flushing, such as redness in the face, heat, nausea, and even heart palpitations. However, what’s more concerning is that acetaldehyde can cause permanent DNA damage when present at high levels. This damage increases the risk of cancers affecting the digestive tract and organs like the pancreas, stomach, and oesophagus.

Dr Mrozinski explains that the process of breaking down acetaldehyde depends on the presence of the enzyme aldehyde dehydrogenase. Some people, often due to a genetic variant predominantly found in those of East Asian descent, lack the ability to produce enough of this enzyme. This inability leads to a buildup of acetaldehyde in the body, resulting in the flushing response and, over time, making them more vulnerable to certain cancers.

“Alcohol flushing is not just a surface-level reaction,” warns Dr Mrozinski in a recent public statement, “It is a sign of systemic stress in your body, something that cannot and should not be ignored.”

Could This Mean a Higher Pancreatic Cancer Risk?

The link between alcohol flushing and pancreatic cancer risk lies in how toxic acetaldehyde interacts with the organs of your upper gastrointestinal tract. High levels can lead to sustained inflammation and damage, conditions that can eventually trigger cancerous changes in critical tissues like those in the pancreas.

Dr Yiannis Mavrommatis, a genetics expert and registered dietitian, agrees, warning of immediate and long-term risks. “Symptoms of alcohol flushing go beyond facial redness, including headaches, nausea, and dizziness. Over time, the buildup of acetaldehyde impacts sensitive tissues, raising cancer risks dramatically,” he explains.

Pancreatic cancer remains one of the most lethal cancer types, often being detected only in its later stages. Symptoms like constant back pain, unexpected weight loss, and jaundice may appear—but at that point, treatment options diminish. Understanding your alcohol sensitivity and addressing flushing symptoms early could mean protecting yourself from this deadly disease.

How DNA Testing Can Help

If you regularly experience alcohol flushing, you may benefit from understanding your genetic predispositions. At-home DNA testing is a straightforward way to identify whether you carry the genetic variant that limits the aldehyde dehydrogenase enzyme.

Companies such as MyHealthChecked offer testing kits that not only reveal alcohol sensitivity but also identify potential intolerances to gluten, lactose, and other substances. These insights can empower you to make lifestyle adjustments to reduce your risks.

One such case is 40-year-old Livia Di Batista from London, who discovered her alcohol intolerance through genetic testing. “I haven’t stopped drinking completely, but I’ve significantly reduced my intake,” she shared. “This has helped reduce inflammation and improved my overall energy levels.” Livia’s proactive approach shows how awareness can lead to actionable changes that benefit health.

A Closer Look at Alcohol Choices

It’s not just about whether you drink, but also what you drink. Nutritionist Isabela Ramos highlights how certain alcoholic beverages may worsen flushing symptoms due to their alcohol concentration or byproducts created during fermentation.

Higher Risk Beverages:

• Spirits like vodka, whiskey, and rum due to their high alcohol content.
• Red wines and craft beers, which often contain higher levels of congeners (byproducts of fermentation that exacerbate symptoms).

Lower Risk Options:

• Drinks mixed with non-alcoholic mixers to dilute alcohol content.
• Zero-alcohol beverages which entirely eliminate ethanol.

Making more informed choices about the beverages you consume could reduce the harmful accumulation of acetaldehyde in your body.

Recognising the Risks of Alcohol Flushing

Dr Mrozinski believes that alcohol flushing warrants serious attention. He advises people experiencing this reaction to take measures to review their relationship with alcohol. “If you flush, think of it as a warning sign,” he urges. “It’s your body’s way of telling you it’s struggling to handle the toxins.” His advice echoes global health recommendations to moderate alcohol consumption for improved wellbeing.

Scientific studies consistently link high alcohol intake to various cancers. This risk makes it vital to evaluate how your body reacts and adjust your lifestyle accordingly.

Taking Action Now

Flushing after alcohol consumption is more than just a temporary discomfort or cosmetic change. It is a red flag for potential health risks, including a higher likelihood of pancreatic cancer. With the powerful connection between alcohol, acetaldehyde, and DNA damage, listening to these warning signs is not optional; it’s essential for long-term health.

Consider exploring DNA testing to determine if you are genetically predisposed to alcohol-related sensitivities. More importantly, reflect on your drinking habits and work towards healthier choices. Even opting for reduced-alcohol beverages or drinking less frequently can positively affect your overall health.

Start taking charge of your wellbeing today, because your health deserves it.

(Source: WRD News)

Psychological research is uncovering a critical challenge in tackling binge drinking among young people. Despite widespread campaigns detailing the risks and regrets associated with heavy drinking, these fear-based campaigns often miss their target. Recent studies suggest that the fear of missing out (FOMO) on social experiences is a far stronger motivator for drinking than the fear of regret or harm.

This blog post examines why traditional fear-based campaigns fail and how understanding FOMO and social contexts may pave the way for more effective binge drinking prevention strategies.

Why Fear-Based Campaigns Miss the Mark

The Appeal of Fear in Health Campaigns

Fear-based campaigns have long relied on portraying the consequences of risky behaviours, such as accidents, health issues, or embarrassing situations, to deter individuals from engaging in harmful activities. While these messages may create awareness, they seldom translate into meaningful behaviour change.

Ineffectiveness of Fear Tactics

According to psychological research, fear-arousal alone lacks the necessary impact to change behaviour. Studies have found that:

• Threatening messages can trigger defensive reactions. Instead of taking action, individuals may deny the risk or avoid the message altogether.
• For young people, the perceived social benefits outweigh the risks. Binge drinking is often framed as an opportunity for bonding, making memories, and meeting new people.
• Fear-based campaigns can inadvertently alienate those at higher risk, such as frequent drinkers, as they are the most likely to dismiss or avoid high-threat messages.

Evidence from campaigns targeting alcohol use reveals consistent patterns. Messages focusing on regret outcomes, like health risks or embarrassment, may affect intentions in the short term, but they rarely lead to long-term behaviour change.

The Power of FOMO in Social Drinking

What Is FOMO?

The fear of missing out is a psychological phenomenon where individuals feel anxious about being excluded from rewarding experiences. For young people, FOMO often manifests in peer-driven activities, including social drinking.

FOMO vs Fear of Consequences

Research by Professor Richard Cooke from the University of Staffordshire and Joel Crawford from Sweden’s Linköping University highlights the struggle between FOMO and fear-based health messaging. While campaigns aim to deter risky drinking by invoking regret or harm, the drive to avoid social exclusion overpowers these messages. Young drinkers believe that participating in social events, even those involving excessive alcohol, will lead to positive memories, camaraderie, and stronger relationships.

FOMO and Drinking Behaviour

A recent study tracking 100 young adults aged 18 to 30 found:

• Higher FOMO levels were linked to increased drinking intentions and greater alcohol consumption during social events.
• FOMO did not, however, significantly affect how often individuals drank. This was more influenced by friends’ drinking habits and social connections.
• Those with higher FOMO were less likely to focus on potential regrets, prioritising immediate enjoyment and inclusion instead.

Young people associate binge drinking with shared experiences and laughter. Even when faced with campaigns stressing the risks, their desire to belong often overrides concerns about regret.

Why Social Context Matters in Binge Drinking Prevention

Drinking as a Social Activity

For many young people, alcohol consumption is closely tied to their social environment. Drinking provides a sense of belonging, creating shared stories and in-jokes that strengthen relationships. This makes it difficult for fear-based campaigns to change behaviour, as they fail to address the social motivations behind drinking.

Cultural Norms and Peer Influence

Cultural norms linking alcohol to social inclusion amplify the problem. Messaging that ignores these norms may miss the mark, especially when drinking serves as a gateway to forming new friendships or maintaining existing ones.

The Problem with Regret-Based Campaigns

Regret or fear-of-harm messages focus on individual decision-making without acknowledging the group dynamics that influence drinking. Addressing binge drinking effectively requires recognising how much social factors contribute to young people’s perceptions of alcohol.

Shifting to Effective Prevention Strategies

Focus on Self-Efficacy

Research shows that perceived self-efficacy is a stronger motivator for precautionary actions than regret or risk awareness. Prevention strategies should empower young people with the confidence and resources to make healthier choices, such as:

• Providing strategies for navigating social events without drinking heavily.
• Encouraging alternative ways to socialise with friends.

Offer Practical Alternatives

Public health strategies could promote non-alcohol-related communal activities as viable alternatives for social bonding. Examples include:

• Alcohol-free events that focus on building connections.
• Campaigns showcasing how shared experiences can be just as fulfilling without a drink in hand.

Shift Away from Fear-Arousal

Campaigns that focus too heavily on fear fail to consider the positive role alcohol plays in young people’s social lives. Messaging for binge drinking prevention should instead highlight the benefits of moderation, self-control, and social inclusion in healthier or safer ways. (Source: WRD News)