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When the speculation got too wild, Brussels stepped in.
"The European Commission is not planning any shock pictures for alcoholic beverages," the EU administration clarifies.
In the future, wine and beer would not have to be labeled in the same way as tobacco products.
But in a different way.
At least that is what “Europe's plan against cancer” envisages, with which the Commission wants to fight the number of cases of the often fatal disease, which has been rising sharply for years.
How exactly, however, remains open at least with regard to the issue of alcohol, which according to experts is one of the risk factors for cancer.
“Health warnings on labels” are vaguely announced in Section 3.3 of the 37-page document.
"We are not yet able to give any more precise information, as there is not yet a concrete proposal," the Commission said when asked.
This should now be presented by the end of 2023 after discussions with member states, interest groups and citizens.
These are likely to be controversial discussions.
In Germany, in any case, the manufacturers of alcoholic beverages are resolutely positioning themselves against new requirements from Brussels, as a WELT survey of the associations of the industries concerned shows.
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"We need a clear dividing line between alcohol abuse and alcohol consumption," says Holger Eichele, managing director of the German Brewers' Association (DBB), for example.
Abuse must be fought resolutely, but the moderate consumption of the vast majority of people must not be demonized.
Prevention and education
Eichele therefore advocates prevention and education.
“There are already successful campaigns for this, which we have also supported for years.
And that can be expanded even further. ”The representative of the German beer manufacturer questioned the effect of pictures, pictograms and lettering on a bottle.
“Where is the scientific evidence?” A placard warning is not suitable for the necessary change in awareness among consumers who are at risk.
Warnings are also rejected by the German Wine Institute (DWI).
"We consider it problematic when life is over-regulated," said a statement from the local wine lobby.
There is even talk of encroaching on civil liberties.
"It seems questionable if the consumer is restricted in his self-determined, self-responsible actions by overly bold regulation and symbolism."
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In the end, the dose always makes the poison, says DWI representative Frank Schulz.
“But the alcohol content is listed on every bottle.” So you don't have to blame the consumer.
The spirits industry also points to the issue of self-determination.
At the same time, their German industry association, BSI, urges them to take responsibility and, in doing so, makes consumers responsible, especially parents.
"Information and education about healthy, low-risk consumption are very important from our point of view and should therefore of course be part of the education for responsible and responsible consumers", says BSI managing director Angelika Wiesgen-Pick.
“What has been neglected in the parental home in terms of exemplary behavior and addiction prevention education cannot simply be printed on the product.” In this respect, it must be checked carefully whether warnings are the right means to educate the end user.
Penal taxes and advertising bans so far rejected
Although the BSI does not want to be accused of shifting responsibility, as the association representative Wiesgen-Pick emphasizes.
The industry therefore supports numerous initiatives, coordinated by the “Working Group on Alcohol and Responsibility”, which was set up in 2005.
Prevention work is supported, for example, with the parents' campaign “Speaking Clearly”, the “Youth Protection Training Initiative”, the “Don't drink and drive” road safety campaign, but also with help and advice for pregnant women or on the subject of alcohol at work.
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The federal government apparently recognizes the commitment.
At least it has so far rejected penalty taxes, warning notices or other advertising bans as unsuitable, report the manufacturer associations.
"Instead, the importance of educational work tailored to specific target groups was emphasized," explains brewery representative Eichele, referring to studies that are also intended to prove the effectiveness of prevention.
"Consumption among children and adolescents, for example, has been falling significantly for years and is at a historically low level," says Eichele.
This is also confirmed by Daniela Ludwig, the federal government's drug commissioner.
"Young people in particular drink significantly less alcohol today than they did 20 years ago," says the CSU politician.
Nevertheless, the health and social damage caused by alcohol abuse is still massive.
That is why she advocated a significant increase in funds in the last budget negotiations - and in the end also received more money for prevention work.
Nevertheless, it seems open what position Germany will take on the EU's warning plans.
In any case, it does not amount to an automatic rejection despite pressure from the association.
"It is important to me that we are also open to new approaches and answers," Ludwig told WELT.
It has not yet been clearly proven whether small warning labels on bottles actually lead to less consumption in the end.
“The bottom line is that I would like an unbiased debate about the right ways and levers for alcohol prevention.
There shouldn't always be an outcry when someone comes around the corner with a new idea. "
Alcohol significantly increases the risk of cancer
It is now up to the EU to develop possible ideas.
The aim of this initiative from Brussels is to prevent alcohol-related cancer and death and to raise awareness of the risk of cancer associated with alcohol consumption.
"Alcohol is hardly known as a risk factor for cancer," says the EU Commission.
The numbers are now very high: For 2016, for example, she reports cancer as the most common cause of alcohol-related deaths with a share of 29 percent.
This is followed by cirrhosis of the liver with 20 percent and cardiovascular diseases with 19 percent.
The EU does not want to stop at possible warnings.
"In addition, the Commission will review EU legislation on alcohol taxation and cross-border purchases of alcohol by private individuals to ensure that they remain appropriate to reconcile public revenue generation with health protection objectives", it says in the strategy paper on combating cancer.
A public consultation is ongoing until the end of April.
The issue of warning notices has already been taken up and in some cases evaluated in various countries.
One result from France is that at least pregnant women notice the advice and pay attention to them, says drug commissioner Ludwig.
In Canada, too, which was the first country to have pictorial warnings printed on cigarette packs as early as 2001, there were effects in an attempt that was later discontinued.
The University of Toronto had labeled bottles of alcoholic beverages with three different short messages in bright colors for a research series.
One result: where bottles with warning labels were sold, total alcohol sales fell by almost seven percent.
At the same time, knowledge and awareness of drinking guidelines and alcohol-related health risks such as cancer have increased.
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In Germany, a possible tightening of alcohol policy could pick up speed again, should the Greens take over government responsibility from autumn.
At least the parliamentary group calls for a national alcohol prevention strategy and, as part of this, an examination of advertising bans, tax increases and availability restrictions.
The parliamentary group's motion refers to around 74,000 deaths each year from alcohol-related diseases and, on balance, more than 50 billion euros in direct and indirect costs for the health system.
Especially with young groups of voters, the move is particularly catching: at least 70 percent are in favor of a ban on advertising for tobacco and alcohol, shows the study "Zukunft Gesundheit 2020" by vivida BKK and the foundation "Die Gesundarbeiter", for around 1000 young people and young adults in Germany between 14 and 34 years of age were surveyed.
Almost every second person is also in favor of a sugar or fat tax.