The World Health Organization (WHO) is calling on people to redefine their relationship with alcohol as they reveal almost one in 10 European deaths are booze-related. WHO is aiming to cut the shocking figure with a new campaign, pointing out that alcohol is linked to more than 200 diseases.
Included in the list are at least seven types of cancer – including breast and colon. With alcohol-related mortality in Scotland among the highest in Western Europe and the overall cost to Scotland of alcohol misuse estimated at £3.5 billion, alcohol use and harm is rightly recognised as a significant public health issue in this country.
Across Europe it is directly responsible for 8.8% – almost 1 in 10 – of total deaths. Yet despite these serious health risks and damaging outcomes, less than half of Europeans are aware of the link between alcohol and cancer.
As the world marks Breast Cancer Awareness Month, the WHO point out that just it 21% of women are aware of the connection between alcohol consumption and the risk of developing breast cancer – even with low levels of drinking. The Redefine alcohol campaign calls on Europeans to reflect on their personal and societal relationships with alcohol, urging a reconsideration of alcohol’s role in daily life, celebrations and traditions.
The campaign aims to raise awareness of the health risks and hidden dangers associated with alcohol consumption and inspire healthier choices. Dr Gauden Galea, Strategic Advisor to the WHO Regional Director for Europe, and Director of the Special Initiative on Noncommunicable Diseases and Innovation said: “Beyond its physical effects, alcohol contributes to wider societal problems, too.
“Alcohol consumption is a key contributor to violence, including sexual and gender-based violence, road injuries and other forms of harm that affect not only drinkers but their families and communities more widely.
“Ultimately, people must be empowered to make informed choices about their own health and behaviour. That’s why the Redefine Alcohol campaign is sharing evidence-based information and encouraging individuals to rethink their habits and relationships with alcohol, while also urging policy-makers and health authorities to help bring about a broader cultural shift in how alcohol is viewed and regulated in society.
“Individual choices are important but they are not enough. In our region, alcohol is too cheap, too available and too heavily promoted. We must create environments where healthier decisions are easier for everyone.
“A product that causes as much harm as alcohol should be more strictly regulated. We know what needs to be done – but we need decision-makers to prioritise public health.”
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