The #CanWeBeSeriousNow campaign targets EU policy-makers with a clear message: health-harming industries—such as those producing alcohol, tobacco, and unhealthy foods and drinks—prioritize sales and profits over public health. These industries are not public health stakeholders, and the campaign calls on policy-makers to limit their interactions with them, ensuring transparency when these interactions are unavoidable. Key recommendations include adopting a code of conduct to define standards for dealing with these industries, requiring evidence-based and transparent information from them, and regulating their so-called “socially responsible” activities to prevent misleading the public.

Launched by the Filtered Consortium, this campaign seeks to raise awareness among policy-makers and encourage them to implement these recommendations. The core message emphasizes that health-harming industries contribute significantly to Europe’s burden of non-communicable diseases (NCDs) and that policy-makers should recognize these industries as part of the problem rather than the solution. Through collaborative efforts, the consortium underscores the need for an evidence-based approach to protect public health from industry interference and to prioritize people’s well-being over corporate profits.

The campaign is part of the broader FILTERED Project, which is co-funded by the European Commission. This initiative focuses on creating unified advocacy across different sectors involved in NCD prevention, including reducing alcohol-related harm, tobacco control, and promoting healthier food and drink choices. By fostering cooperation and strengthening alliances among civil society organizations, FILTERED promotes a co-creative approach to tackling the main risk factors for NCDs, grounded in the EU’s Beating Cancer Plan, the “Healthier Together” NCD initiative, and WHO Best Buys.

In supporting prevention, the campaign highlights that NCDs account for 90% of deaths in Europe, with only a small portion of health spending going toward preventive measures. This inaction comes at a significant cost to both health and economic stability. The campaign urges policy-makers to adopt WHO’s cost-effective recommendations, such as increasing taxes on unhealthy products, restricting advertising, limiting product availability, and educating the public. These steps are essential to reducing NCD risk factors, protecting health, and ensuring policy accountability free from corporate interference.

The #CanWeBeSeriousNow campaign is led by Eurocare and supported by a coalition of organizations focused on public health, including the European Heart Network, Smoke Free Partnership, and Youth Health Organization. Together with associated partners like EASL and EuroHealthNet, these groups collaborate to advocate for stronger policies to prevent non-communicable diseases in Europe.

Find more from canwebeseriousnow.org (Europe, November 2024)