What happens when alcohol becomes a little less easy to buy and consume? Some relatively simple changes to alcohol legislation in Latvia have made a rapid impact, an early WHO study shows.
Latvia put in place shorter hours for alcohol sales, no instant delivery of alcohol bought online, and restrictions on promotions and sales in gambling venues - reducing what public health experts call the “availability” of alcohol: how easily, when and where people can buy it.
An early WHO/Europe evaluation, conducted at the request of Latvia’s Ministry of Health, found a significant decline in deaths caused by alcohol in the first 5 months after these new policy measures took effect.
Alcohol availability policies save lives
The WHO evaluation, based on data submitted by Latvian authorities, found that mortality from causes 100% attributable to alcohol - including alcohol poisoning, alcohol-associated liver disease and alcohol-induced acute pancreatitis - fell significantly after the new restrictions came into effect.
During the first 5 months of implementation, from 1 August to 31 December 2025, deaths from causes wholly attributable by alcohol decreased by 27% overall, corresponding to more than 60 deaths averted.
“For Latvia, the evaluation results are a strong indication and a powerful reminder that effective alcohol policy can make a real difference. Alcohol consumption continues to have substantial impact on public health in Latvia, and these early results show that when we take evidence-based action and implement it responsibly, we can save lives. This is what public health policy should ultimately be about – not restricting people for the sake of restriction, but building a healthier society and preventing avoidable deaths,” said Hosams Abu Meri, Latvia’s Minister of Health.
Critical measures
Alcohol is a toxic, psychoactive, and dependence-producing substance that is known to cause at least seven types of cancer, including the most common types, such as bowel cancer and female breast cancer. Alcohol use is responsible for approximately 800 000 deaths across the WHO European Region annually.
Latvia has felt this burden for years. The country has one of the highest levels of alcohol consumption per capita globally, with total alcohol consumption reaching 14.2 litres per adult annually, and that has a profound impact on disease burden and mortality.
In Latvia, the prevalence of alcohol use disorders is estimated to be 23.3% of adult population, compared with 10.7% in the European Union (EU), while alcohol-attributable deaths account for 18.1% of all deaths in Latvia, compared with 5.2% in the EU. The level of alcohol dependence in Latvia, affecting approximately 1 in 8 adults, is also much higher than the EU average.
“As more data become available, continued evaluation of the country’s alcohol policies will be essential. But the first results already point in one direction — reducing easy access to alcohol can help prevent deaths linked to heavy drinking and protect population health. This is an important and hopeful lesson for countries facing high levels of alcohol consumption and alcohol-related harm,” said Karina Zālīte, Head of WHO/Europe Country Office in Latvia.
New rules
Latvia’s Saeima (parliament) adopted amendments to the Law on the Circulation of Alcoholic Beverages in January 2025, with key measures taking effect on 1 August 2025. The reform included:
- Shorter retail sales hours
- A mandatory delay for online and app-based alcohol delivery
- Restrictions on alcohol sales in gambling venues
- Restrictions on small-size alcohol packaging
- A ban on advertising alcohol prices and discounts
- A prohibition of promotional sales measures for alcohol.
The idea behind the policy was to reduce impulse purchases and late-night alcohol access by restricting purchasing hours and limiting the convenience of instant delivery.
Specifically, the alcohol availability measures are in line with the WHO “Best Buys” and “Quick Buys”. These two recommendation packages hold a wide range of evidence-based and cost-effective policies that can significantly reduce the burden of noncommunicable diseases (NCDs), from cancer to cardiovascular diseases. “Quick Buy” policies can deliver measurable public health gains within 1–5 years, making them especially relevant for governments seeking rapid and visible impact.
To reduce harms from alcohol use, the WHO-recommended approach suggests reducing the physical availability of alcohol, increasing taxes on alcoholic beverages and limiting marketing practices that encourage consumption. Latvia has felt the effects of similar measures almost immediately.
A signal for policy action
Current WHO findings come at an important moment for the country as it discusses the impact of the 2025 policy reform and next steps.
Based on the early evaluation conducted, it is suggested thatLatvia maintains the new alcohol availability restrictions and continues to monitor their impact. Strong enforcement is especially important for online and telephone sales, alongside regular reviews of alcohol taxation to prevent alcohol becoming more affordable as incomes rise.
Further measures could include stronger protection for young people and mandatory health warning labels on alcoholic beverages, including cancer warnings. This is particularly relevant in Latvia, where awareness of the link between alcohol and cancer remains among the lowest in the EU.
The evaluation results of Latvia’s recent alcohol laws are preliminary and were also submitted for independent peer review . WHO/Europe notes that only 5 months of post-reform data were available. Other indicators, including external causes, self-inflicted injuries and cardiovascular mortality, will require longer follow-up to assess the impact more clearly.