GENEVA, Switzerland: The World Health Organization is pushing for bold, tobacco-style warning labels on alcoholic beverages across Europe, citing an "alarming" lack of public awareness about alcohol's link to cancer.

The WHO's Europe office released findings on Friday showing that while alcohol causes 800,000 deaths annually in the region, few people recognize its risks. According to the study, only 15 percent of respondents knew alcohol could cause breast cancer, while 39 percent were aware of its connection to colon cancer.

"Despite cancer being the leading cause of alcohol-attributable deaths in the European Union (EU), public awareness of the link between alcohol and cancer remains alarmingly low," the WHO said.

While the alcohol industry has leaned toward self-regulation, the WHO warned this approach allows companies to use "inconspicuous placement and ambiguous messaging" or rely on QR codes that most consumers ignore. Instead, the agency is advocating for clear, written warnings on labels, potentially accompanied by pictograms to maximize visibility.

WHO officials said, "Clear and prominent health warnings" should be mandatory, ensuring that consumers receive straightforward, accurate information to make informed decisions. Asked about the types of warnings, a spokesperson said simple text-based messages and pictograms can be just as effective as graphic photographs.

Only three EU countries—France, Lithuania, and Germany—have alcohol warning labels. Ireland plans to introduce broader cancer warnings in May 2026.

The WHO's recommendations follow similar calls for action in other parts of the world. Earlier this year, the U.S. Surgeon General also urged for warning labels on alcoholic beverages to highlight cancer risks.