“Drink responsibly” myths are hiding cancer risk, says Balance
For World Cancer Day 2026 (4th Feb), Balance is warning that myths around “responsible drinking” could be putting our health at risk.
Alcohol is a Group One carcinogen causing seven types of cancer, including breast, bowel, liver, mouth and throat cancers. Research shows that the risk begins at low levels of consumption and any level of regular drinking increases the risk.
More than a third of people who drink alcohol in the North East (35%) are now concerned about health risks (1) and 34% have tried to cut down in the previous 12 months (2). The region has also seen a narrowing in risky drinking between the North East and the rest of England since 2014 (3).
However 7/10 of high risk drinkers in the North East (68%) consuming more than 50 units a week, are not concerned about alcohol health risks (4). And 83% of those drinking at risky levels also class themselves as ‘responsible” drinkers.
Susan Taylor, Head of Alcohol Policy for Fresh and Balance, said: “The term “drink responsibly” is widely used by the alcohol industry and is on almost every alcohol advert we see. But the reality is that this disguises the very real personal health risks from alcohol as a Group One carcinogen and the fact there is no safe level of drinking.
“Most people – even those drinking at risky levels – see themselves as responsible or moderate drinkers. However liver disease has been rising as a result of increased alcohol consumption, and the risk of certain cancers, including breast cancer, increases from the first drink. People have the right to know that alcohol is harmful – it is time for more awareness and at the very least, health warning labels to reflect this.”
Alice Wiseman, Director of Public Health for Newcastle and Gateshead said: “Campaigns like ‘Alcohol is Toxic’ are hugely important when it comes to challenging the myths put out by the alcohol industry. ‘Responsible drinking’ is a completely misleading term, encouraging people to minimise the risks from alcohol and to stigmatise the actions of others. We have seen the tobacco industry using similar tactics over the years and with alcohol health harms at record levels, we need more prevention action to raise awareness of harms and support people to reduce consumption.”
Mum Sheridan Dixon, 62, from Jarrow, was diagnosed with breast cancer in August 2024. She had surgery and radiotherapy treatment as part of her treatment.
She said: “Before I had my breast cancer surgery, I would’ve been classed as your typical binge drinker although I never regarded myself as having an unhealthy relationship with alcohol. Now I am far more aware of the risks.
“Previously, hearing the phrase “Drink responsibly, I probably thought that I was a responsible drinker. However, now I understand that there is no safe limit of alcohol consumption. I now barely drink any alcohol which is important to stop the cancer returning – and I would definitely encourage other people to restrict their weekly consumption to 14 units of alcohol or less.
“I don’t miss it, I feel far healthier for it, and I certainly don’t miss the hangovers I used to get.”
Balance launched the next phase of its award-winning “Alcohol is Toxic” campaign on Monday February 2rd, encouraging people to stay within Chief Medical Officer Guidelines of no more than 14 units a week to stay “low risk”. Balance is also calling for urgent action from Government to reduce alcohol related cancers and implement alcohol health warning labels – a measure supported by doctors, charities and health organisations nationally.
For tips, free tools and local support visit www.ReduceMyRisk.tv
Latest figures around alcohol and cancer show:
- Nearly 500 deaths (483) from cancer as a result of alcohol in 2019 in the North East. (5)
- Up to 1,640 men every two years diagnosed with an alcohol-related cancer in the North East. The most common cancer for men with known associations with alcohol is bowel cancer. (6)
- Up to 1,580 women every two years diagnosed with an alcohol-related cancer in the North East. The most common cancer for women with known associations with alcohol is breast cancer. (7)
- Alcohol is estimated to have caused around 740,000 new cases of cancer a year globally and 17,000 in the UK in 2020 (8)
References
1: North East Alcohol Perceptions Research: independent online survey of 1392 North East adults, fieldwork March-April 2025.
2: North East Alcohol Perceptions Research: independent online survey of 1392 North East adults, fieldwork March-April 2025.
3: Alcohol in England Study by University College London- tracking of Prevalence of risky drinking by region and year
4:: North East Alcohol Perceptions Research: independent online survey of 1392 North East adults, fieldwork March-April 2025.
5-7 Figures applied from Alcohol and cancer deaths figures taken from Global Burden of Disease, Office for Health Improvement and Disparities Public Health Profiles and – https://fingertips.phe.org.uk/profile/local-alcohol-profiles/data#page/3/gid/1938132848/pat/6/par/E12000001/ati/402/are/E06000047/iid/92323/age/164/sex/1/cat/-1/ctp/-1/yrr/3/cid/4/tbm/1/page-options/car-do-0
8: Cancer Research UK – https://news.cancerresearchuk.org/2021/07/14/alcohol-linked-to-more-than-740000-new-cancer-cases-globally-in-2020/