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The U.S. Surgeon General’s recent recommendation to place cancer warning labels on alcoholic beverages has sparked widespread discussion. Citing alcohol as the third-leading preventable cause of cancer, following tobacco and obesity, Surgeon General Dr. Vivek Murthy urges the same type of labeling now required on cigarette packs. The goal? To increase awareness of alcohol’s link to cancer and potentially reduce consumption.
Experts at Northeastern University, including health professionals and marketing specialists, offer mixed opinions on the efficacy of such warnings. While some believe it could drive critical conversations, others worry that people might simply ignore the labels.
Richard A. Daynard, Distinguished Professor of Law and president of the Public Health Advocacy Institute, suggests that the introduction of a cancer warning label could stir public discourse and even change social norms, especially if younger people begin to perceive drinking as less “cool.” “If enough people take it seriously, it could lead to a contagion effect,” he says, noting that societal shifts in behavior, such as a rise in alcohol-free activities, could make a real difference.
Susan Mello, Associate Professor of Communication Studies, believes the timing of the advisory is key. With the arrival of the New Year and the popularity of “Dry January,” people are more open to messages about improving health. “This type of information resonates when people are more receptive to making positive lifestyle changes,” she explains.
However, Mello cautions that for moderate drinkers, sudden or extreme changes—like a complete cessation of alcohol—may not be the right approach. Instead, warning labels could serve as reinforcement for those who are already considering reducing their alcohol intake.
Chad O’Connor, a marketing expert and lecturer at Northeastern’s D’Amore-McKim School of Business, is skeptical that warning labels alone will significantly reduce alcohol consumption. “To make a real impact, labels would need to feature graphic images—similar to those on cigarette packs,” he says. Without such bold imagery, O’Connor worries that the warning may be downplayed by marketers looking to minimize attention.
Marketers have historically found ways to downplay required warnings, he argues. “If labels are required, they’ll try to make them as inconspicuous as possible,” O’Connor notes, drawing parallels to how drug advertisements downplay serious side effects with small print and monotonous voiceovers.
Another challenge is “message dilution,” as Daynard calls it. With constant health warnings in advertising and media, there’s a risk that people may begin to tune them out altogether. “Humans are storytellers, not statisticians,” he explains. “We tend to focus on one risk and ignore others, which may hinder the message about alcohol.”
Despite the challenges, the Surgeon General’s report highlights compelling statistics: alcohol is linked to at least seven types of cancer, and it is responsible for 4% of all cancer deaths in the U.S. Yet, less than half of Americans recognize this link, despite mounting scientific evidence.
Neil Maniar, director of Northeastern’s Master of Public Health Program, emphasizes the importance of acknowledging the connection between alcohol and cancer, especially given rising cancer rates among young adults. “It’s crucial to highlight how lifestyle factors—such as alcohol consumption—contribute to these risks over a lifetime,” he says.
Younger generations, according to Ashleigh Shields, Assistant Teaching Professor in Public Health and Communication Studies, are already drinking less than older generations. While she agrees with the need for warning labels, she also points out that individual cancer risks are influenced by various factors beyond alcohol consumption, including genetics and environment.
Elizabeth Glowacki, an expert in health communication, acknowledges that health messaging campaigns can be divisive. “People resist being told what to do, and this may lead to reactance,” she explains. People may reject the message or even engage in more risky behavior as a result. To combat this, Glowacki recommends pairing labels with social media campaigns that provide supportive resources for those seeking help with alcohol reduction.
Despite varying opinions, experts agree that the Surgeon General’s report has ignited a much-needed conversation. Daynard notes that, while it may not turn all drinkers into abstainers, the warning label could make a significant impact for those on the fence about alcohol consumption.
As the debate continues, one thing is clear: the Surgeon General’s call to action has amplified awareness, shining a light on the relationship between alcohol and cancer, and sparking critical discussions about public health education and communication.
Provided by Northeastern University
