Tackling persistent health misinformation on alcohol

When it comes to alcohol, we aren’t just under-informed - we are misinformed, with big alcohol companies denying us accurate information about what’s in our drinks.¹

Alcohol harm is wide-ranging, from poor sleep and dental health to low mood and higher risk of cancer. As a cancer prevention charity, WCRF’s evidence is clear that alcohol is a Group 1 carcinogen, causing at least seven types of cancer including breast and bowel - two of the most common in the UK.

Yet still, WCRF commissioned polling in 2025 showed that when asked unprompted just 7% of the British public are aware of this fact and only 25% believe there are any health risks associated with alcohol at all.

These figures are concerning, but not surprising. In our work to improve public awareness and regulation of modifiable cancer risk factors, including alcohol, we see time and time again how evidence is misconstrued and misrepresented.

That is why for Cancer Prevention Action Week (CPAW) 2026, WCRF is homing in on one of the defining health challenges of our time: health misinformation.

Taking alcohol as an example, it is the only item that we consume that doesn’t legally have to display nutritional and health information - meaning there’s less information on a bottle of wine than on a bottle of water or carton of orange juice.

Misinformation on alcohol is not accidental; the alcohol industry plays an active role in shaping what the public believes to be true. On cancer specifically, misleading language and cherry-picked evidence confuse the public about the well-established link between alcohol and cancer.¹

This is unacceptable. Consumers have the right to clear, accessible and accurate information so they can make informed choices. The right to know is especially important when a product, like alcohol, has significant health risks.

The myth originates from a study which found that a large amount of resveratrol, an antioxidant in the skin of purple and red grapes and therefore present in red wine, supported heart health in mice.

The reality is that one would have to drink between 100 and 1000 glasses of red wine a day to get anywhere near the amount of resveratrol equivalent to the doses that improved heart health in mice. What is not in doubt is that drinking red wine increases your risk of cancer, high blood pressure, stroke, liver disease, and many other conditions. So, to reap the benefits of resveratrol, and other antioxidants, without the negative health risks, we are far better off consuming a variety of fruits and vegetables.

Additionally, it’s a good idea to stay within the UK Chief Medical Officers’ low-risk guidelines of drinking no more than 14 units of alcohol a week, spread over a number of days, with a few days off.

To help people separate science from fiction this Cancer Prevention Action Week, WCRF has developed the TRUST test.

Let’s apply it to the myth of red wine and heart health.

T - Too good to be true? Yes, heart health is supported by many different factors including exercise and a healthy diet.

R – Research backed? Whilst the myth originates from scientific research, findings are misconstrued.

U - Understanding the context? No, it takes findings from studies on mice and applies them to humans.

S - Source quality? Experts, trusted organisations and scientific sources reject this myth.

T - Think before you share. If it doesn’t pass the TRUST Test, don’t pass it on.

The UK Government’s commitment to introduce mandatory alcohol labels with health warnings and nutritional information is a great first step.

By law, only the 14 most common allergens, the drink’s strength (alcohol by volume or ABV) and the container volume are currently required on alcohol labels. In practice, labels often include a link to Drinkaware², an industry funded organisation.

WCRF is advocating for rotating health warnings on the forthcoming labels to cover the broad range of alcohol’s health harms. As a cancer prevention charity, we are also calling for one of these warnings to be on cancer, given the concerningly low awareness among UK adults.

In addition, labels must carry adequate nutritional information and signpost consumers to an independent, trusted organisation for further information and support.

Mandatory alcohol labels will not be an easily won battle. We know that at every juncture the alcohol industry will employ their power and influence to delay, dilute and derail the policy.

But we have evidence on our side and will not lose sight of people’s right to know and the urgent need to tackle health misinformation.

Find out more about WCRF’s Cancer Prevention Action Week 2026.