Back in the early Noughties, the indoor smoking ban led to an outcry over “the nanny state”. The same happened when cigarette advertising was banned, and when manufacturers were required to plaster packs with images of diseased lungs. Yet over the past 40 years, according to Cancer Research, lung cancer rates in men have dropped by around 60 per cent. We may think we crave the rugged freedoms of the Marlboro Man, but given the facts, it turns out we don’t actually want to die.
And yet when it comes to alcohol, one of the world’s biggest killers, a key driver of cancers, heart disease, strokes and obesity, there are no images of rotting livers on the chilled sauvignon. The presentation of booze in the supermarket aisles is as benign as kitchen roll and chicken pie. It’s described on restaurant menus with biblical reverence, it’s advertised on TV in a hazy, golden-hour glow, and every other greetings card carries a hilarious reference to the booze-addled nature of the recipient. It is both normalised and celebrated, despite being the fifth greatest risk factor for death in the UK.
