The U.S. Surgeon General called for alcoholic beverages to carry labels warning consumers about their link to cancer, a move that could pave the way for stricter tobacco-style regulations on the alcohol industry.
In an advisory issued Friday, Surgeon General Vivek Murthy highlighted that alcohol consumption increases the risk of at least seven types of cancer, including breast, colon, and liver cancer. Murthy also recommended reassessing current U.S. dietary guidelines on alcohol consumption, which currently suggest two drinks per day for men and one for women.
“Alcohol is the third leading preventable cause of cancer in the United States, after tobacco and obesity,” Murthy’s office stated, emphasizing that the type of alcohol consumed—beer, wine, or spirits—does not affect the cancer risk.
Murthy’s announcement sent shares of major alcohol companies tumbling. Diageo, Pernod Ricard, Anheuser-Busch InBev, and Heineken saw declines of up to 3% in trading.
The Distilled Spirits Council of the United States (DISCUS) criticized the advisory, citing a recent report by the National Academies of Sciences, Engineering, and Medicine. The report noted moderate alcohol consumption is associated with lower all-cause mortality, though it acknowledged increased risks of breast cancer.
“The existing health warning on alcohol products has long informed consumers about potential risks,” said Amanda Burger, DISCUS vice president for science. “No one should drink alcohol for health benefits.”
Alcoholic beverage labels in the U.S. currently carry small-print warnings about risks like drinking during pregnancy or impaired operation of machinery. These labels, introduced in 1988, have not been updated.
Murthy’s call for updated labeling stops short of proposing graphic cigarette-style warnings but aims to make health risks, especially cancer, more visible.
Public health experts, including the World Health Organization (WHO), have intensified focus on alcohol’s health impacts in recent years. The WHO maintains that no level of alcohol consumption is entirely safe.
The Surgeon General’s report estimated alcohol is responsible for 100,000 U.S. cancer cases and 20,000 cancer deaths annually, surpassing the toll of alcohol-related traffic deaths.
Alcohol producers face mounting pressure as younger consumers shift toward healthier lifestyles and alternatives such as cannabis gain popularity. Low- and no-alcohol options, like Heineken’s 0.0 beer, have seen rapid growth as a response to changing preferences.
Lobbying records show companies, including Diageo and Heineken, are advocating to maintain current guidelines as the U.S. dietary recommendations undergo updates through 2025. Some fear alignment with the WHO’s stricter language on alcohol consumption.
Analysts warn that while updated labels may not immediately devastate the alcohol industry, they could contribute to longer-term declines.
Murthy’s advisory draws parallels to the landmark 1964 Surgeon General’s report linking smoking to cancer, which ushered in decades of regulation on tobacco products.
“Warning labels may not drastically alter behaviors in the short term, but they represent a critical step toward raising awareness,” said Blake Droesch, an eMarketer analyst.
The decision to revise alcohol labels rests with Congress, though the timeline remains uncertain. The Biden administration’s term is nearing its end, and Murthy’s successor under President-elect Donald Trump could take a different stance.
Trump, who abstains from alcohol and has previously spoken out against its risks following his brother’s death from alcoholism, may prioritize the issue.
Key Facts:
– Alcohol is linked to seven types of cancer, including breast, colon, and liver cancer.
– Current U.S. dietary guidelines allow up to two drinks per day for men and one for women.
– Alcohol is responsible for 100,000 cancer cases and 20,000 deaths annually in the U.S.
The Surgeon General’s recommendations could mark a turning point in public health efforts to address the risks of alcohol consumption.
