Alcohol Industry Lobbying Weakens WHO-Backed Global Health Agreement

This summer, major players in the global alcohol industry, including Belgian brewers, Mexico’s tequila producers, and Dutch beer company Heineken, lobbied their governments to push back against new rules proposed by the World Health Organization (WHO) that would tighten controls on alcohol. Letters and emails reviewed by Reuters reveal these efforts, which have not been previously reported. The lobbying comes as the WHO has taken a firmer stance that there is no risk-free level of drinking, a position the industry disputes.

The $1 trillion global drinks sector is facing declining sales as consumers become more health-conscious and cut back on alcohol. This has put pressure on companies’ profits and prompted them to increase their efforts to influence public policy. The current dispute centers on a new United Nations-backed agreement that sets targets for reducing non-communicable diseases, some of which are linked to alcohol consumption. The agreement is scheduled for adoption by member countries.

Early drafts of the agreement, published in May, included proposals supported by the WHO such as raising taxes on alcohol and restricting its availability in stores. However, a later version released in September showed that many of these measures had been weakened or removed. The WHO said last week that this change was due in part to intense lobbying from the alcohol industry.

In May, Mexico’s National Chamber of the Tequila Industry (CNIT), which represents leading spirits makers, wrote to the Mexican government asking officials to work with other countries to remove references to WHO-backed policies from the agreement. These included commitments to raise taxes and limit where alcohol can be sold. The September draft now only suggests that countries “consider” such measures based on their own circumstances.

Heineken also contacted the Mexican government, suggesting that instead of banning or restricting alcohol advertising outright, the focus should be on preventing ads aimed at minors. In the final draft of the agreement, calls for broad restrictions on alcohol advertising were dropped.

Belgian Brewers, a trade association representing Belgium’s beer industry, wrote to the country’s deputy prime minister in June expressing concern that Belgium’s health minister was taking “radical positions” in negotiations over the U.N. text. The group objected to language that would shift focus from harmful consumption—such as addiction—to all types of drinking.

Industry representatives say it is standard practice to communicate their views to policymakers. CNIT told Reuters it did not seek to weaken the U.N. agreement but wanted it to be effective and fair by relying on robust science. Heineken and CNIT both said the private sector has a recognized role in U.N. health discussions. Belgian Brewers argued that targeting all alcohol consumption could be counterproductive.

It remains unclear whether Mexico adopted any of these suggestions during negotiations; Mexico’s health ministry did not respond to questions from Reuters.

The International Alliance for Responsible Drinking (IARD), whose members include major brewers and spirits companies, has increased its funding so it can play a more active role in scientific debates about alcohol and counter messages from health authorities. IARD CEO Julian Braithwaite said the group wants to “take back control of the alcohol debate.” He argued that distinguishing between moderate and harmful drinking is more effective than blanket restrictions.

However, WHO officials maintain that even small amounts of alcohol increase risks for certain cancers and other diseases. Dag Rekve, a technical policy officer at WHO, told Reuters that these health harms are “consistent and well documented.” Jeremy Farrar, WHO’s assistant director-general for health promotion and disease prevention, said stronger action is needed against major causes of ill health—including alcohol.

Since 2022, WHO has increased its publications about alcohol risks and in 2023 adopted a position stating there is “no safe level” of drinking. In response, companies like Diageo have expanded their lobbying teams. Diageo recently advertised for a new global lobbying role citing “an unprecedented challenge” from WHO and related organizations pressuring governments for stricter controls.

Diageo interim CEO Nik Jhangiani said at a recent conference that negative messaging about alcohol was overshadowing positive aspects of moderate drinking and called for better management of public dialogue. Carlsberg CEO Jacob Aarup-Andersen told Reuters last month that moderate drinking can benefit socializing and mental health and said the industry should communicate those points more clearly.

Public health experts caution against taking industry arguments at face value. Eric Crosbie, a professor at the University of Nevada, Reno’s School of Public Health, noted that these companies are businesses focused on profit.

The debate over how best to regulate alcohol continues as governments prepare to adopt the new U.N.-backed agreement this week amid ongoing pressure from both public health advocates and industry groups.