The Dutch Health Council is advising the government to actively discourage alcohol consumption nationwide, citing health risks and societal harms. The council recommends measures such as removing alcohol from supermarkets and increasing excise duties to make alcohol less accessible and socially acceptable. They emphasize that any alcohol intake carries health risks, including increased chances of cancer, organ damage, traffic accidents, and violent incidents – with alcohol contributing to a quarter of traffic fatalities. The recommendations aim to shift societal norms around alcohol, mirroring successful strategies used to reduce smoking rates, including discouraging workplace drinking. Proposed strategies include higher prices, restricted sales to specialized liquor stores, and mandatory plain packaging with health warnings, alongside a zero-tolerance policy for alcohol in traffic and public campaigns promoting abstinence. The council stresses the need for a comprehensive approach to reduce alcohol-related harm and improve public health.