Alcohol caused 1500 cancer deaths in Sweden in 2019. Despite the high rate of harm, Swedes remain largely unaware of alcohol’s cancer risk. Alcohol industry activity to diminish science and blur evidence is one major reason for the lack of awareness. Science suggests warning labeling on alcohol products depicting alcohol’s cancer risk can increase population level cancer awareness and reduce alcohol use at the same time. That is why Big Alcohol vehemently fights against labeling measures.