Blue Cross Norway has launched an awareness campaign addressing the increasing alcohol consumption among older adults in Norway. As the body ages, it becomes less tolerant of alcohol due to natural aging processes and increased medication use. Studies show that 8 out of 10 individuals aged 60–79 consume alcohol, with a noticeable rise in frequency, particularly among women. While many older adults associate alcohol with social interaction and relaxation, they may not be fully aware of the health risks tied to alcohol consumption as they age.
The campaign emphasizes that the aging body undergoes changes—such as altered fluid balance, slower metabolism, and reduced liver function—that make alcohol effects more pronounced and prolonged. This heightened sensitivity increases the risk of health problems, including cancer, dementia, and falls. For example, alcohol consumption has a well-documented link to cancers such as breast cancer and those of the mouth, throat, and digestive tract. Additionally, alcohol’s impact on memory and coordination further elevates the risk of accidents and injuries among older adults.
Blue Cross Norway also addresses the interplay between alcohol and medication. Since older adults are the largest consumers of prescription drugs, the combined effects of alcohol and certain medications can amplify health risks. Specific medicines, such as blood thinners, diabetes medications, and those for high blood pressure, can have their effects altered—either intensified or diminished—by alcohol. The campaign urges older adults to consult their doctors about safe alcohol consumption in relation to their prescribed medications.
Through its campaign, Blue Cross Norway aims to provide vital information to older adults, their families, and healthcare professionals, encouraging informed health decisions and reduced alcohol consumption. The organization highlights the potential benefits of lowering alcohol intake, including better sleep, balance, memory, and overall health. For those struggling with alcohol-related issues, Blue Cross offers treatment services across the country.
Find more from Blue Cross Norway (Norway, December 2024)
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Alcohol Awareness 