World Cancer Day – The Cancer Risk Hiding in Plain Sight

February 4, 2026

It’s a regular weekday in Australia.

A tradie stops at the servo on the way to site and grabs a drink from the fridge. As they look through the soft‑drink cans, they’re reminded of the new alcoholic “hard” versions they’ve seen advertised – the ones packaged to look almost identical to the originals

An office worker pops into a grocery store on their lunch break, grabs a kombucha, and right beside it sits a branded zero‑alcohol drink. As they head out, they pass a liquor store conveniently placed next to the entrance, making a mental note to pick up a six‑pack from the same brand for the weekend party.

A parent collects their child from school. Their child has had just one lesson this year about the harms of alcohol. Driving home, they pass five liquor outlets, a couple of glossy billboards promoting drinks “made for summer”, and eventually sit down to watch the cricket – sponsored, of course, by an alcohol brand.

Later that evening, a couple orders dinner on a food delivery app. They weren’t planning on drinking – there wasn’t any wine at home – but the app conveniently suggests adding a bottle. Two taps, and it arrives with the takeaway.

This is the drinking landscape Australians move through each day.

Alcohol marketing is relentless - a 2020 report by Foundation for Alcohol Research and Education (FARE) and Cancer Council WA found an alcohol ad ever 35 seconds on social media during COVID-19

Yet unlike smoking, where public understanding is high and warnings are impossible to miss, the link between alcohol and cancer remains poorly understood. And that lack of awareness isn’t a matter of individual behaviour – it reflects a gap in public health messaging.

As Drug ARM’s Chief Advocate Dr Dennis Young AM explains:

“Australians are surrounded by alcohol marketing, convenience and normalisation every single day. What they are not surrounded by is accessible, honest information about the health risks – particularly cancer. It’s not fair to expect informed choices when people simply haven’t been told the full story.”

The science has been clear for decades. So, what will it take to get the evidence out of medical journals and into public understanding?

Only 14% of Australians know that alcohol increases breast cancer risk

What does the evidence say?

The message is simple and unequivocal:

Alcohol causes cancer.

Alcohol increases the risk of at least seven cancers — including breast, bowel, liver, oesophageal, mouth, throat and laryngeal cancers. Even low levels of drinking increase risk, particularly for breast cancer. It doesn’t matter what type you drink – beer, wine and spirits all increase risk.

Yet public understanding remains extremely low. A national survey of 2,000 Australians found:

• Only 14% know alcohol increases breast cancer risk
• Only one‑third know it causes cancers of the mouth and throat
• Awareness is lower among men, younger people, regional communities and lower‑income households.

As Dr Young puts it:

“When fewer than half of Australians know that alcohol causes cancer, that’s not a knowledge gap – that’s a public health failure. The evidence has been clear for years. We need the same clarity and consistency used for other carcinogens.”

But while awareness of alcohol’s cancer risk is low, alcohol’s harm is deeply visible to frontline support services.

Drug ARM’s Chief Services Officer Kate Bugden sees the reality every day:

“Alcohol remains one of the top primary drugs of concern for the people who come to us for support. It can affect someone’s health, relationships, safety and wellbeing. And because it’s legal and so culturally embedded, many people don’t realise the harm.”

She adds:

“We often hear from clients who say, ‘I knew alcohol wasn’t great for me, but I had no idea it increased my health risks so much.’ That lack of awareness is widespread – and it’s putting people at risk without them ever knowing.”

Alcohol and Cancer Poll Summary, Alcohol Change Australia 2024

Why is awareness so low?

Public understanding hasn’t kept pace with the science.

Unlike tobacco, alcohol is:

• deeply embedded in social and cultural life,
• aggressively marketed with themes of fun, health and relaxation, and
• rarely accompanied by visible health warnings.

This creates a powerful illusion of safety.

“The absence of clear warnings has created a dangerous illusion,” Dr Young says.
“People assume alcohol is safe because the risks aren’t communicated. That silence is costing lives.”

From her frontline perspective, Kate Bugden sees the downstream impact:

“By the time many clients realise alcohol is harming their health – physically, mentally or socially – they may already dealing with serious consequences. That’s why public awareness is so important. Prevention should never rely on people piecing together the risks on their own.”

'Reduce your Risk' campaign delivered by the Foundation for Alcohol Research Education in the ACT

What works to raise awareness?

1. Clear public health messaging

Plain, accessible language: “Alcohol causes cancer.”
No euphemisms. No softened phrasing.

2. Evidence‑based warning labels

Large, mandatory labels on alcohol packaging … the kind that can’t be ignored.

3. Responsible alcohol policy

Stronger rules on marketing, health claims, sponsorships and availability.

Dr Young AM reaffirms – “We know what works. Our policymakers just need the courage to act on it.” 

Alcohol. Think Again ‘Spread’ campaign was re-launched in October 2020 and is a joint initiative between the Mental Health Commission and Cancer Council Western Australia

How can you help?

1. Tell someone — without shame

A simple conversation can change understanding more than a lecture ever will.

2. Back policy that backs people

Support cancer warning labels and evidence‑based alcohol policy.

3. Connect with supports

If you or someone you care about wants to rethink their relationship with alcohol, support is available.

As Kate Bugden emphasises:

“Seeking help is not a sign of failure, it’s a sign of strength. Whether someone wants to cut back, quit, or simply understand their drinking better, we’re here to walk alongside them.”

And Dr Young brings it back to the core message of World Cancer Day:

“Every Australian deserves the right to make informed choices. Awareness saves lives. And together, we can make sure the truth about alcohol and cancer is no longer hidden.”