There are many things we need to teach our children, fastening the helmet, stopping at red lights, the list is long. With a touch of humour, the Danish Health Authority shows in a new campaign how parents unintentionally pass on an alcohol culture to their children, for example when they pour them a beer for their confirmation.

Most parents want the best for their children. Even so, it is often us adults who pass on our bad habits, consciously or unconsciously, and do not always act as the best role models. This duality is the focus of a new alcohol campaign aimed at parents of 12 to 18 year olds: “What alcohol culture are you passing on?”

“The way we talk about alcohol matters more than most people think. Parents play a decisive role in when children and young people start drinking and how much they drink. Put simply, adult habits help shape young people, consciously or unconsciously. Fortunately, we are seeing a positive development where young people drink less than before, a development that we adults have a responsibility to strengthen,” says section head Maja Bæksgaard Jørgensen from the Danish Health Authority.

The campaign encourages parents to reflect on their own habits and the signals they pass on, using humour, recognition and a small nudge to think twice.

“We know it can be difficult, and there is a lot we need to teach our children and young people, at the same time as we may have our own experiences that differ from the message we want to send. But culture is not set in stone, and I think we owe our children and young people a party culture where it is easier to say no. With this campaign, we want to start a conversation about how, and what culture we consciously or unconsciously help push forward,” says Maja Bæksgaard Jørgensen.

Alcohol habits among Danish young people

Alcohol habits: In Denmark, 90 percent of young people in 9th grade have tried drinking alcohol. The average for the rest of Europe is 73 percent, with one of the lowest figures in Iceland (41 percent). 68 percent of 15 year olds in Denmark have consumed alcohol in the past month (ESPAD 2024)
Binge drinking: 55 percent of 9th grade students have consumed five or more drinks on one occasion in the past month. 36 percent of young people in 9th grade have been drunk in the past month (ESPAD 2024)
Parents matter: Young people who spend a lot of time with their parents drink less alcohol (Kjeld et al. 2021, National Institute of Public Health, Mapping of the Icelandic Model. Family, friends and leisure time as protective factors for young people’s substance use)
Pressure and culture: 59 percent of 15 to 25 year olds have experienced drinking pressure from friends to drink alcohol (Danish Cancer Society and TrygFonden, Youth Alcohol Habits in Denmark 2023)
Consequences: Starting to drink alcohol early and drinking heavily increases the risk of accidents, violence, unwanted sex and poorer school performance, and of developing harmful use or dependence later in life (Tolstrup et al. 2021, Status article, Harmful consequences of alcohol intake among young people, Ugeskrift for Læger)

Danish Health Authority alcohol recommendations

Young people under 18 are advised not to drink alcohol
For adults, the recommendation is a maximum of 10 drinks per week and no more than 4 drinks on the same day

About the campaign

The campaign is part of the Danish Health Authority’s work on alcohol and is funded by the so-called alcopop funds (§16.21.02). The campaign includes a campaign film and a series of fictional text message threads between child and parent, as well as cooperation with Anders Hemmingsen and Besked fra Aula. The elements will be activated on Facebook and Instagram in weeks 47 to 49.

Find more and watch the campaign film from Sundhedsstyrelsen (Denmark, November 2025)