The Danish Cancer Society has launched a new campaign built around a familiar figure, the so-called “expert” in the friend group who can always explain away drinking. The message is simple. No matter what creative arguments people come up with, the Danish Health Authority recommends a maximum of 10 drinks per week and no more than 4 on the same day. And never for the sake of your health. The campaign video plays on this everyday social dynamic and invites people to question the myths they hear.

Behind the humour sits a clear health message. Alcohol is carcinogenic. The risk of cancer increases with the amount you drink, even at relatively low levels. The Danish Cancer Society highlights that alcohol increases the risk of at least seven types of cancer, including breast and bowel cancer. Every year more than 1,000 cancer cases in Denmark could be prevented if alcohol consumption were lower.

The campaign also reminds people how easily myths spread. More than eight out of ten Danes do not know the current guidelines from the Danish Health Authority, which set the limit at 10 drinks per week and 4 on a single day. Many of the ideas we use to justify drinking sound convincing because we repeat them so often. The new initiative encourages people to test their knowledge and see whether they are an actual expert or just an “expert”.

The Danish Cancer Society connects this with practical tools. They offer a quiz about alcohol myths, information on the cancer risks, and advice on how to reduce intake. The campaign calls attention to the fact that over 700,000 Danes drink more than the recommended limit, and many of them would like to cut down. By bringing the guidelines and the health facts into everyday conversations, the campaign aims to make it easier to say no thanks and to support a culture where that choice is accepted.

Find more from Danish Cancer Society (Denmark, November 2025)