US Surgeon General Vivek Murthy has called for alcoholic beverages to carry updated warnings about cancer risks, signaling a potential shift towards stricter regulation similar to those for tobacco products.

Murthy stated that alcohol consumption is linked to an increased risk of at least seven types of cancer, including breast, colon, and liver cancer, yet most Americans remain unaware of this connection.

"Alcohol consumption is the third leading preventable cause of cancer in the United States, after tobacco and obesity," his office stated, adding that the type of alcohol consumed makes no difference to the risk.

Call for label updates

Murthy's advisory suggests revising existing warning labels, which currently focus on risks like birth defects and impaired judgment, to include information about cancer risks.

These warnings, in place since 1988, appear in small print on the back of packaging. The recommendations stop short of calling for the prominent, cigarette-style warnings now required for tobacco products.

Additionally, Murthy advocated for reassessing the US dietary guidelines on alcohol consumption, which currently recommend no more than two drinks per day for men and one for women. He said this would allow people to better weigh the cancer risks when making decisions about drinking.

NEW: Today, I’m releasing a Surgeon General’s Advisory on the causal link between alcohol consumption and increased cancer risk. Alcohol is the 3rd leading preventable cause of cancer in the U.S., contributing to about 100,000 cancer cases and 20,000 cancer deaths each year. pic.twitter.com/sKTlPAZlFw

— Dr. Vivek Murthy, U.S. Surgeon General (@Surgeon_General) January 3, 2025

Impact on Industry

The announcement had immediate market implications, as shares in major alcohol companies, including Diageo, Pernod Ricard, Anheuser-Busch InBev, and Heineken, fell by more than 3% in some cases. Industry representatives have yet to comment on the advisory.

Whether Murthy's recommendations will lead to changes remains uncertain, as the decision to update labels ultimately lies with Congress.

With the Biden administration in its final two weeks, it is unclear if the initiative will gain traction. President-elect Donald Trump's administration is expected to usher in new leadership, including Janette Nesheiwat as Surgeon General and Robert F. Kennedy Jr. as Secretary of Health and Human Services.

Trump, whose brother died from alcoholism, has been vocal about the risks of drinking, while Kennedy has openly discussed his past struggles with addiction and attendance at Alcoholics Anonymous meetings.

Read more: How Is Cancer Linked to Alcohol Consumption?

Public Health Implications

Murthy's advisory draws parallels to early action on tobacco, beginning with the 1964 report that linked smoking to cancer, which eventually led to decades of regulatory measures.

The advisory noted that alcohol is responsible for approximately 100,000 cancer cases and 20,000 cancer-related deaths annually in the US, far exceeding the 13,500 deaths attributed to alcohol-related traffic accidents.