United States: Call to put health warnings on alcoholic beverages

US Surgeon General Vivek Murthy has called for regulated and standardized health warnings on alcoholic beverages, similar to the labels on cigarette packages, following new research linking alcoholic beverages to seven types of cancer.

In recent months, public health advocates and experts have stepped up calls for improved labeling of alcoholic beverages, emphasizing the need for clearer communication about the health risks associated with alcohol consumption. Murthy's opinion states that "The majority of Americans are not aware of this risk", which causes approximately 100,000 cases of cancer and 20,000 deaths per year in the United States[1].

Outdated labels that do not inform about health risks

In the United States, the label on alcohol containers has remained unchanged since Congress passed the Alcoholic Beverage Labeling Act more than 35 years ago. There is a warning about the health problems associated with drinking during pregnancy, drunk driving, and operating machinery. There is no mention of the link between alcohol consumption and cancer, despite growing evidence that there is no safe level of alcohol consumption. Moreover, the rules for labeling in the United States are similarly flawed, stating only that the warning statement “shall appear in readily legible type” and “may appear on a front label, back label, or side label.” This allows manufacturers to place the label wherever they want, so that it is inconspicuous and easy for consumers to read.

Dr. Murthy believes it is essential to review the labeling of alcoholic beverages to include clear and visible warnings about health risks. The aim is to better inform the consumer: "We found that transparent, factual health information can lead to behavioral changes", he said, adding: "Alcohol warnings must meet the same standards as those applied to tobacco products"[2].

The World Health Organization has long called for stronger labeling practices, including explicit warnings about alcohol's carcinogenic potential, but many countries lag behind in implementing these measures.

Taking inspiration from health warnings on tobacco products

The effectiveness of health warnings depends not only on their content, but also on their form. Numerous studies have highlighted how visual elements, such as bold text, contrasting colours and images, can have a significant impact on consumer awareness and behaviour while providing a preventive warning to non-smokers. Health warnings on tobacco products, for example, incorporate graphic images and direct language to communicate health risks, which, alongside a comprehensive tobacco control strategy, have significantly reduced smoking rates in many countries. The scientific literature has shown that health warnings on cigarette packs are an important source of health information and that being informed of these risks is “strongly associated with the intention to quit smoking”. In addition, large warnings help to reduce the promotional impact of the cigarette pack and “denormalise the product”.[3]Public health experts suggest similar strategies could be applied to alcohol labels, using striking design to convey the message about the health risks associated with alcohol.

Measures that are beginning to be implemented around the world

Internationally, some countries have begun to move towards health warnings to inform about the risks of alcohol. In Ireland, from 2026, all alcohol products sold in the country will have to carry warnings about the links between alcohol consumption and cancer, liver disease and the risks of drinking alcohol during pregnancy. In addition, they will have to include information about the amount of alcohol and calories in the product, as well as contact details for a prevention website dedicated to alcohol and the harm it causes. The regulations also specify the appearance and location of the warning, which must be printed in bold, red, capital letters on a white background. The text must occupy as much of the surface area of the warning label as possible and must appear on the same side as the majority of other information on the container.

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[1] Brajesh Upadhyay, US top doctor calls for cancer warnings on alcohol, BBC News, published 3 January 2025, accessed 9 January 2025

[2] Elissaveta M. Brandon, Warning labels worked for cigarettes. They could work for alcohol too, Fast Company, published January 9, 2025, accessed the same day

[3] Cunningham R Tobacco package health warnings: a global success story Tobacco Control 2022;31:272-283.

National Committee Against Smoking |