A new HSE campaign in Ireland is highlighting that avoiding alcohol completely is safest when planning a pregnancy and during pregnancy. The campaign, Planning or Pregnant? In all the noise, the truth is clear, responds to the confusion many women face from social media, AI, family, friends, cultural norms and mixed messages about alcohol and pregnancy.

The HSE states that no amount of alcohol, at any stage of pregnancy or while planning a pregnancy, is safe for the baby. Alcohol can affect the baby’s development in the womb and increase the risk of miscarriage, premature birth and low birth weight. The campaign also encourages partners, family and friends to support women in having an alcohol-free pregnancy, including by not pressuring them to drink and by making alcohol-free options available in social settings.

Supported by the Irish Pharmacy Union, the campaign will appear in up to 1,900 community pharmacies, more than 140 GP and medical centre settings, and across social media. Ireland has one of the highest estimated rates of prenatal alcohol exposure in the world and is estimated to have the third highest rate of Fetal Alcohol Spectrum Disorder. The campaign directs people to hse.ie/alcohol for practical advice, support and information on reducing alcohol use safely.

Find more from HSE (Ireland, May 2026)