One in five alcohol products keep consumers in the dark on health information, new study finds
One in five alcohol products sold in the UK – including those sold in the North East – fail to meet minimum voluntary labelling guidelines set by the alcohol industry regulator, the Portman Group, new analysis finds.
The study of over 530 alcohol product labels sold in the UK – the biggest study of its kind to date – found that basic nutrition and health information, such as units of alcohol, ingredients, and health and pregnancy warnings, was inconsistent or wholly absent from labels, leaving consumers without important information about what is in their drinks and the associated health risks.
Polling shows overwhelming support for more transparent alcohol labelling, with 78% of UK adults saying they want clear health and nutrition information on alcohol product labelling [1].
The new analysis of labels which Balance contributed to also found:
- One in four products do not include units per serving, limiting consumer ability to track intake
- 8% of products do not include units per container, a minimum requirement
- Less than one in 10 (only 6.7% of products currently) include any health warning
- Just 1.3% of products include specific warnings relating to cancer or liver disease, despite alcohol being linked to at least seven types of cancer
- Full nutritional information was provided on only 13.4% of products
- Alcohol industry-funded messaging (such as ‘drink responsibly’) appears on nearly 90% of products
Researchers also found that legal and health information was often displayed in very small text or pictograms, with some measuring as little as 2.5mm in diameter.
The new report titled A Clear Way Forward – from the Alcohol Health Alliance and Alcohol Focus Scotland – comes following the UK Government’s announcement earlier this year that it would consult on introducing measures including health warnings and nutritional information on alcohol products.
Currently, alcoholic drinks are only legally required to display liquid volume, alcohol by volume (ABV), and allergen information. There is no requirement to display drinking guidelines, health warnings, ingredients, or calorie content — information that must by law appear on other food and drink products.
Alcohol is linked to more than 200 health conditions, including seven types of common cancer, but awareness of these risks remains relatively low. The report notes that fewer than half of adults (48%) identify alcohol consumption as a cancer risk factor, while four in five adults do not know how many units are in their drinks.
Researchers say mandatory alcohol labelling could improve public understanding of alcohol content and health risks, while ensuring consumers receive consistent information across products.
The Alcohol Health Alliance and Alcohol Focus Scotland, the organisations behind the report, are calling for a mandatory UK-wide alcohol labelling system that requires:
- Units per serving and per container
- Pregnancy warnings
- Rotating health warnings, including cancer warnings
- Nutritional and ingredient information
- Independent oversight of labelling standards
Susan Taylor, Head of Alcohol Policy for Balance, said: “Alcohol is a Group 1 carcinogen — just like tobacco and asbestos. However most alcohol products carry little or no clear health information about the risks to our health.
“Many people drinking at risky levels consider themselves to be “moderate” drinkers, and public awareness of alcohol risks is low, despite alcohol causing seven types of cancer and an estimated 17,000 new cases every year in the UK (2).
“Consumers have a right to know what is in their drink, how much alcohol it contains, and the health risks associated with drinking it. Mandatory alcohol labelling would help ensure everyone understand the risks and make decisions based on clear information.”
The report also points to the UK joining growing international moves towards improved consumer information standards.
Ireland passed comprehensive alcohol labelling legislation in 2018 and last year, Norway published proposals for rotating health warnings covering multiple conditions, including mental health and breast cancer. The outgoing US Surgeon General has also recommended cancer warnings on alcohol labels.
About Balance
Balance is the North East of England’s alcohol prevention programme, the first of its kind in the UK and our vision is for a healthier, safer, happier future for all free from alcohol-related harm.
About Alcohol Health Alliance
The Alcohol Health Alliance UK (AHA) is a coalition of 64 organisations working together to reduce the harm caused by alcohol. Our members include medical royal colleges, charities and treatment providers. www.ahauk.org
About Alcohol Focus is Scotland
Alcohol Focus Scotland is Scotland’s national alcohol charity working to reduce harm caused by alcohol. We do this by promoting evidence-based, cost-effective policy measures. We research and develop policies informed by academic research and the real-life experiences of people affected by alcohol and campaign for change. www.alcohol-focus-scotland.org.uk
References
[1] Nationally representative polling of over 2,000 adults (Feb-Mar 2025) by Public First for Action on Smoking and Health (ASH), the Alcohol Health Alliance (AHA) and the Obesity Health Alliance (OHA))