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Alcohol is a common commodity consumed worldwide, with the EU having the highest rate of consumption. It is a leading cause of death and disability, with significant costs to society and the economy. The negative impact of alcohol consumption is seen across many sectors, including health, social services, justice, and education.

In the EU, 55 million adults drink to dangerous levels, and there has been a concerning rise in alcohol consumption among young people, with earlier initiation and increased harmful drinking behaviors such as binge drinking. This rise is accompanied by an increase in alcohol-related harm, including ill-health, violence, accidents, and social problems.

Alcoholic beverages are marketed across Europe using comprehensive and sophisticated strategies, including traditional and new media channels, to reach potential customers. The EU has implemented various policies and initiatives to reduce harmful alcohol consumption, including the Council Recommendation on the drinking of alcohol by young people, the Audiovisual Media Services Directive, and an EU strategy to support Member States in reducing alcohol-related harm.

The EU strategy identifies five priority themes: protecting young people, children, and the unborn child; reducing injuries and deaths from alcohol-related harm; reducing alcohol-related harm in the workplace and in traffic; reducing the negative impact of alcohol on health, particularly in relation to chronic diseases; and improving awareness and understanding of the impact of alcohol consumption.