U.S. Surgeon General Vivek Murthy has proposed that alcoholic beverages should feature updated warning labels to educate consumers about their cancer risks.

In a statement on Friday, Murthy highlighted that alcohol raises the risk of developing at least seven types of cancer, including breast, colon, and liver cancer.

Nonetheless, many Americans remain unaware of these dangers.

Murthy also advised reassessing U.S. guidelines on alcohol consumption, which currently suggest no more than two drinks per day for men and one for women.

"Alcohol consumption ranks as the third leading preventable cause of cancer in the United States, following tobacco use and obesity," his office stated, noting that the type of alcohol consumed does not change the risk.

The proposal has elicited reactions from industry groups and public health organizations.

The Distilled Spirits Council of the United States (DISCUS) referenced studies indicating that moderate alcohol consumption might reduce overall mortality rates, while acknowledging an increased risk of breast cancer.

A representative for the U.S. Beer Institute reiterated its support for responsible drinking habits.

Since 1988, alcohol products in the United States have carried warning labels highlighting risks like birth defects from drinking during pregnancy and impaired judgment when using machinery.

These warnings, printed in small text on packaging, have gone unchanged for decades.

Murthy's suggestions propose revising these labels, though not with the prominent, cigarette-style warnings applied in tobacco regulation.

Murthy’s initiative echoes the landmark 1964 Surgeon General report on smoking, which led to stricter tobacco regulations in subsequent decades.

However, some analysts warn that warning labels alone may have a limited effect on consumer behavior, citing mixed outcomes from tobacco policies.

Blake Droesch, an analyst with eMarketer, noted that while labels may not initially harm alcohol producers, they could pose long-term challenges for the industry.

The global public health community has increasingly focused on alcohol consumption.

The World Health Organization (WHO) asserts that no level of drinking is safe, a position backed by data linking even small amounts of alcohol to health risks.

However, this perspective remains contentious, with ongoing debate over the role of moderate drinking in society and health.

Murthy’s report estimates that alcohol contributes to around 100,000 cancer cases and 20,000 cancer deaths annually in the U.S., as well as over 13,500 alcohol-related traffic deaths.

The advisory also noted that consuming two alcoholic drinks a day could lead to approximately five more women out of 100 and three more men out of 100 developing cancer over their lifetimes.

Some countries have already started including cancer warnings on alcoholic beverages.

Ireland, for example, has implemented labeling requirements consistent with public health advice.

In the U.S., lobbying by major alcohol companies such as Diageo and Heineken is ongoing, particularly ahead of the 2025 update to the nation’s dietary guidelines.

The incoming administration of President-elect Donald Trump could influence these recommendations.

Trump, who abstains from alcohol following the death of his brother from alcoholism, has expressed concerns about its risks.

His nominee for Surgeon General, Janette Nesheiwat, and his choice for Secretary of Health and Human Services, Robert F. Kennedy Jr., who has been open about his struggles with substance abuse, could impact future policy decisions.

Ultimately, any changes to alcohol labeling would require congressional approval.

As public health agencies, including the WHO, intensify efforts to regulate alcohol similarly to tobacco, debate over its risks, societal role, and regulatory approaches is likely to continue.

For now, Murthy’s call to action has revived discussions on the intersection of health, consumer awareness, and industry accountability.