When Health Policy Becomes a Matter of Belief: An analysis of what lies behind alarmist statements about alcohol – and why wine is increasingly becoming a political pawn in the social media spotlight.

One can’t shake the feeling that something’s being pushed here. The WHO defines: “No drop is safe.” (editorial abstract) – Reflection from the media: “Alcohol is the new smoking.” – Reflection from the wine industry and health sector: “Non-alcoholic wine is the future.”

These headlines read like absolute truths, seemingly backed by science – yet they are often rooted in a political narrative that holds only limited ground when viewed through the lens of actual evidence. Wine – once a symbol of cultivated enjoyment and part of cultural heritage – is now increasingly caught in the crosshairs of sweeping abstinence demands. How did it come to this? And why is the debate on social media so aggressive?

Alcohol Policy as a New Form of Moral Health Ethics

A clear trend has emerged in recent years: Health is becoming the new moral compass in many Western societies. What was once a personal matter is now increasingly turned into a public issue. Food choices, physical activity, even sleep habits – everything is being standardized, evaluated, and optimized. Alcohol – and particularly wine – is under mounting pressure.

Organizations such as the WHO, national health ministries (like those in Canada and Ireland), and institutions like the OECD are pushing for what’s known as zero-risk communication. The logic: The simpler the message, the better. Nuance is often seen as dangerous – because it might cause confusion. The result? A black-and-white narrative:

“Zero is safe. Anything above is dangerous.”

While this strategy may have worked in tobacco control, it is highly questionable – both scientifically and culturally – when applied to alcohol and especially to wine.

Example: Ireland, 2023. The country passed a law mandating warning labels on wine bottles: “Alcohol causes liver disease” or “There is no safe level of alcohol consumption” – even on bottles imported from France or Italy. The backlash was fierce, not only from the wine industry but also from parts of the academic community. Critics argue that such measures are less grounded in solid data and more in preventive-political dogma, which places health above all else – including pleasure, cultural values and individual autonomy.

Social Media: Between Simulated Science and Outrage Culture

Social media platforms serve as both magnifying glass and accelerant in this debate. Especially on Twitter/X, TikTok, Instagram – and the somewhat “grayer” Facebook – discussions about wine and health often spiral quickly. Common patterns include:

• Outrage logic: Study excerpts shared without context go viral.
• Moral framing: Advocating for wine is quickly labeled as “irresponsible.”
• Sciencewashing: WHO statements or single studies are touted as absolute truths – often by non-experts.
• Oversimplification: Little to no distinction is made between beer, spirits and wine – alcohol is alcohol.

Yet resistance is growing. Professionals from fields like nutrition science, cardiology, oncology, and psychology are publicly pushing back against this trend of oversimplification. Many doctors with a public presence (via LinkedIn, podcasts or print interviews) are calling for more nuance.

“There is no health without joy – and for many people, that includes a glass of wine. Demonizing it is neither medically smart nor culturally appropriate.” – Prof. Dr. Sven Gottschling, palliative care specialist and author

“Many studies show that people who drink small amounts of wine have fewer heart problems. But that doesn’t necessarily mean the wine is the reason.” – Prof. Dr. Heribert Schunkert, German Heart Center Munich

“The idea that red wine is healthy is a myth. Most of the studies are based on population data that are weak from a scientific standpoint.” – Dr. Knut Kröger, Helios Clinic Krefeld

“Wine is part of our cultural heritage. In moderation, it’s not harmful but rather a component of a balanced lifestyle.” – Prof. Dr. Nicolai Worm, nutrition scientist

“Zero-risk communication ignores reality. No pleasure is entirely risk-free – but many enrich our lives. Moderation is the true medicine.” – Dr. med. Günter Kampf, hygiene and environmental medicine specialist

“Using fear in alcohol policy damages the credibility of health education.” – Prof. Dr. Helmut Schatz, German Center for Diabetes Research

“The French Paradox has shown us: It’s not just what you consume, but how. Wine matters in context.” – Prof. Dr. Giovanni de Gaetano, cardiologist, Italy

The Power of Narrative: Between Prevention and Politics

Why this increasingly alarmist tone? Three political drivers are at play:

• Cost containment: Alcohol-related illnesses burden healthcare systems. Zero-tolerance messaging appears to offer a simple way to reduce costs.
• International alignment: WHO recommendations are being adopted nationally – sometimes out of political expediency.
• Public health campaigns: The clearer the message, the easier it seems to guide public behavior.

But these strategies ignore the reality of moderate, culturally embedded consumption – and they cast traditional products like wine under sweeping suspicion. That’s neither proportional nor scientifically sound.

What Now? Nuanced Communication Is the Way Forward

The wine world faces a major communications challenge: Those who argue factually are quickly labeled lobbyists. Those who remain silent leave the debate to populists. But there are effective ways to reframe the discussion – with facts, fairness, and finesse:

• Promote transparent education over emotional marketing.
• Include credible experts from medicine and science in the dialogue.
• Foster a conscious enjoyment culture, not prohibition.

Initiatives like “Wine & Health” or events where doctors and winemakers speak together could serve as important bridges.

A Personal Appeal

Dear readers, my two articles – “Wine and Health: Between Scaremongering, Facts and a Culture of Enjoyment” and “Wine, Truth and Ideology: When Health Policy Becomes a Matter of Belief” – are designed to support all who enjoy, produce, trade, teach or love wine in leading a fact-based, nuanced discussion on wine and health.

One thing is clear: The debate around alcohol – and wine in particular – is no longer just about medicine. It reflects our broader social values around health, personal responsibility and freedom. Oversimplified answers fall short. What we need is not more moralizing, but more education. And the courage to distinguish between misuse and mindful consumption.

Please also read my preliminary report on the topic under the title:
• „Between Scaremongering, Facts and a Culture of Enjoyment“
• „Zero Percent, Full Life“

– – –
Bibliography for the trilogy: “Wine and Health” (German version)

– – –
Photo Credit: © Adobe Stock/Bonsales