Mexico, February 11, 2026. Amid a wave of advertising and social media posts inviting people to celebrate Valentine's Day with alcohol, the Alcohol Action Network (RASA) called on Wednesday not to 'romanticize' this substance in a country where 112 deaths are daily associated with its consumption. 'The alcohol industry has normalized consumption through communication strategies that associate its products with affection and friendship, while hiding the scientifically proven harms,' the Mexican coalition, dedicated to promoting public policies to control the consumption of this product, stated in a press release. Along the same lines, RASA warned that one of the 'biggest obstacles' to public health is 'the communication strategy of the alcohol industry,' assuring that through persuasive content, companies have managed to integrate alcohol into the fabric of human relationships and culture, 'presenting it as an essential facilitator of affection and friendship'.
