New study reveals how to talk about alcohol and breast cancer without blame or fear

A new study from Oxford Brookes University, funded by the charity Prevent Breast Cancer, reveals how health campaigns can better communicate the link between alcohol and breast cancer - without alienating the very women they’re trying to reach.

Published in the journal Health Promotion International, the research involved 260 women aged 40 to 65 across the UK, many with personal experience of breast cancer. Through surveys, focus groups and a collaborative workshop, the team uncovered why current messaging often falls flat, and what can be done instead.

Dr Emma Davies, lead author and Reader in Psychology at Oxford Brookes, said: “We’ve known for many years that alcohol raises the risk of breast cancer, but the message isn’t getting through. When women do hear it, they often reject it outright, because it sounds like they are being blamed. 

“It’s not enough to ask individuals to drink less. We need to rethink how alcohol is framed in society, in our culture, in our messaging, and in our policies.”

Key findings:

• Standard health warnings aren’t cutting through: Many women distrust official messaging or downplay the risks due to social norms, stigma, or emotional defensiveness.
• Fear-based campaigns often backfire: Scare tactics can prompt denial rather than action.

What works better:

• Real stories over raw stats: Women responded most to authentic, relatable stories from peers, not abstract figures.
• Positive framing: Messages that emphasised benefits like better sleep, improved mood, and long-term health were far more persuasive than guilt or blame.
• Cultural awareness: Campaigns need to acknowledge that drinking is often social and emotional - not just a health issue - and suggest realistic alternatives.

Dr Davies added: “Telling people to ‘drink less or else’ doesn’t work. But showing how cutting back can improve everyday life, and sharing that message through the voices of real women does.

“To reduce the cancer burden across society, we also need a joined-up, evidence-based alcohol policy that addresses the reasons people drink in the first place. This study gives policymakers, charities and health professionals a clearer way forward.”

Eva Hughes, Research Officer at Prevent Breast Cancer, said: "Talking about alcohol and breast cancer can be challenging, but it’s a vital conversation. This study highlights how we can share important information in a way that empowers rather than blames. At Prevent Breast Cancer, we’re committed to helping women make informed choices through supportive, relatable messaging rather than fear or guilt and we welcome these valuable findings.

For more information and advice on alcohol and cancer, visit the World Cancer Research Fund’s Cancer Prevention Action Week page.