Alko and WHO Collaborate: "Increasing awareness of the link between alcohol and cancer"

02.09.2024 - Alcohol is one of the most significant lifestyle-related risk factors for cancer. A survey conducted in collaboration between Alko and the World Health Organization (WHO) revealed that 60 percent of Finns recognize that alcohol consumption increases the risk of cancer, and 68 percent consider alcohol consumption to be harmful. The survey aimed to assess how well Finns understand the link between alcohol and cancer.

As part of its efforts to prevent alcohol-related harms and raise awareness about the risks of alcohol consumption, Alko is undertaking a unique collaboration with the WHO this year. The goal is to inform Finnish consumers about the health risks associated with alcohol, particularly the link between alcohol and cancer, as part of WHO's European EVID-ACTION project (read more about the project).

Alcohol is known to cause seven different types of cancer: cancers of the mouth, pharynx, larynx, and esophagus, liver cancer, colorectal cancer, and breast cancer. In 2020, alcohol consumption was estimated to cause over 100,000 new cancer cases in the EU. That same year in Finland, alcohol was estimated to have caused over 2,100 cancer cases and more than 500 cancer-related deaths.

"Seven out of the ten countries with the highest alcohol consumption in the world are in the European Union. Many EU citizens lack reliable information about alcohol and its impact on the health of individuals, families, and communities," says Carina Ferreira Borges, the WHO Europe's Program Manager for Alcohol.

"WHO Europe and the EU share projects with a key goal of raising awareness about the link between alcohol consumption and cancer risks. We wanted to promote this goal in Finland as well. Alko, as a state-owned alcohol retail monopoly, has an important societal role and is ideally positioned to advance the objectives of the EVID-ACTION project and increase awareness about the connection between alcohol and cancer."

"Alcohol is not an ordinary consumer product. Therefore, its availability, price, and advertising must be restricted to prevent alcohol-related harms. International studies have shown that state alcohol retail monopolies are an effective way to limit alcohol availability and thereby reduce the health and social problems associated with alcohol use."

Reducing alcohol consumption is a health measure

In Western countries, alcohol is one of the top five risk factors for cancer. The decisive factor is the amount of alcohol consumed, not the type or strength of the drink. The more alcohol consumed, the higher the risk of developing cancer.

"However, alcohol-related problems are not confined to heavy drinkers; even moderate amounts of alcohol can increase cancer risk. Reducing alcohol consumption is undoubtedly a health-promoting action. Even small changes in drinking habits can significantly affect health in the long term," says Marja Aho, Head of Responsibility at Alko.

"In line with our special mission, one of our goals is to provide information about the harms of alcohol use. Our collaboration with WHO supports this in a natural way, and we are very pleased with this partnership."

60 percent of consumers recognize the link between alcohol consumption and cancer

In February 2024, Alko, in collaboration with WHO Europe and media agency OMD, conducted a pre-test survey on health claims to support campaign planning. The survey explored, among other things, Finns' attitudes and awareness regarding alcohol and health risks.

In the survey, 60 percent of respondents recognized the connection between alcohol consumption and cancer. The strongest association was seen with liver cancer (97%) and colorectal cancer (86%), while the connection to breast cancer was less well-known (37%). In Europe, only about half of the population is somewhat aware of the cancer risk posed by alcohol, and there is little reliable information available to them on the link between alcohol and cancer.

A similar result is supported by a study by the Finnish Institute for Health and Welfare (THL), which found that 74 percent of Finns believe that alcohol use increases cancer risk. Among respondents, 82 percent considered alcohol consumption to be harmful to health.

Campaigns to increase awareness of the link between alcohol and cancer

The collaboration will be visible in Alko stores and other media, including the "For Your Health?" campaign during the fall. The campaign aims to increase people's awareness and understanding of how alcohol affects health and contributes to cancer risks.

"We want to raise awareness that alcohol increases cancer risk. Less is always a healthier choice—this is the core message of our campaign. Some may be surprised to learn that alcohol increases cancer risk, which is why it is important to discuss the link between alcohol and cancer."

As part of the campaign and collaboration, Alko will organize an expert seminar on August 29, featuring the latest research on the link between alcohol and cancer and best practices for preventing alcohol-related harms at both the individual and population levels in Finland and Europe. The seminar's keynote speaker will be Carina Ferreira Borges from WHO Europe, invited by the Ministry of Social Affairs and Health. A recording of the event will be made available on Alko's YouTube channel.

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