Although alcohol consumption has declined over the past several decades, alcohol still enjoys a very positive image and plays a significant role in the daily lives of the French and in society. For example, in 2017, according to the French Public Health Barometer, nearly one in two French people believed that offering alcohol or drinking it “was part of good manners.”

This is not to deny the pleasure this product can provide, or its social and convivial aspects, but it is also necessary for the French to realize that this product is harmful to their health and that its consumption should not be trivialized. The medium- and long-term risks associated with alcohol are still poorly understood and/or dismissed, minimized by the French; there are still many misconceptions about this product. Furthermore, the environment in France is highly conducive to the consumption of alcoholic beverages: high exposure to advertising and widespread availability of the product. Social pressure and established habits also make reducing consumption particularly difficult.

It therefore appears necessary to change public perceptions, provide information on the risks, and encourage and assist in reducing consumption by creating tools and a more supportive environment, so that the French population can adopt an informed, reduced, and better-managed drinking pattern, thereby reducing the risks to their health.

A group of experts commissioned by Santé publique France and the National Cancer Institute defined low-risk consumption guidelines in 2017, based on scientific literature and modeling studies. These guidelines were rephrased to make them easier for the general public to remember and understand as: “for your health, limit alcohol to a maximum of 2 drinks per day, and not every day.” As part of its various missions, Santé publique France thus aims to drive and support this movement toward the denormalization of alcohol.

The Dry January Challenge is one of the initiatives designed to encourage people to monitor their alcohol consumption, take a step back and reflect on the role alcohol plays in their lives, and experience the benefits of going alcohol-free for a period of time. “Alcohol-free months” implemented in other countries have yielded fairly encouraging results in terms of public health. Santé publique France conducted a qualitative assessment following the first edition in 2020, with the aim of identifying the barriers and drivers of participation and success in the challenge.

The study, which involved interviewing 47 participants and 24 non-participants in the challenge, is highly informative. First, it was found that participants engage in the challenge with a variety of motivations (questioning their own consumption, out of curiosity, for fun, to support a loved one with what is considered excessive drinking, etc.) and in ways that are unique to them.

The flexibility of participation methods is a key factor in engaging with the challenge: for example, by setting one’s own goal (total abstinence, a reduction, or allowing oneself occasional indulgences), or by adjusting one’s social activities to varying degrees. The participants interviewed all describe a growing awareness of alcohol’s dominant role in society and a social pressure to drink that they were not always aware of.

On the other hand, feeling unconcerned and the fear of failing are barriers to participation. The lack of media coverage may also have made the experience more difficult, as some people had to explain the challenge and justify their decision while facing misunderstanding and, at times, ridicule. Finally, it was possible to identify typical participant profiles, which will help better define the needs for tools and support for future editions.

Santé publique France is carrying out a wide range of initiatives to reduce the burden of alcohol in France as part of the National Public Health Plan “Priority Prevention,” the 2018–2022 National Plan for Mobilization Against Addictions of the Interministerial Mission for the Fight Against Drugs and Addictive Behaviors (MILDECA), and the 2021–2030 Ten-Year Strategy for the Fight Against Cancer. On the one hand, Santé publique France measures the population’s alcohol consumption behaviors (for example, through the Santé publique France Barometer surveys) and monitors the consequences of such consumption. This is essential for estimating alcohol-related harm and identifying targets for prevention efforts. The next step is to design, implement, evaluate, and/or promote interventions aimed at preventing, limiting, or delaying the onset of drinking among young people, and at reducing alcohol consumption among both young people and adults.

For adolescents, interventions to strengthen psychosocial skills can thus be implemented, often in school settings. Santé publique France is engaged in evaluating and disseminating several interventions of this type. Social marketing initiatives are also being deployed to raise awareness of the risks associated with alcohol consumption and safer drinking guidelines, to change French attitudes toward alcohol by de-normalizing it, and to encourage behavioral change toward reduced consumption. Here are a few examples of these initiatives: the “Risques-Repères” campaign, which has been launched several times since 2019; campaigns aimed at informing the public about the risks of alcohol during pregnancy; and the “Amis aussi la nuit” campaign, which targets young people to reduce risks and harm in party settings by promoting protective behaviors among peers.

Finally, Santé publique France manages the remote support service “Alcool info service,” which offers an informational website and various types of support: forums, chat, and a hotline to speak with professionals. A directory of support services is also available for those who need it, making it easier to seek help from a healthcare professional or a specialized facility. Healthcare professionals can also find resources in a section dedicated to them.