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Less than half of Americans know that alcohol is a carcinogen. Big Booze wants to keep it that way.

The alcohol industry regularly spreads misinformation to obscure booze’s cancer link. Public health groups are demanding label warnings to give consumers clarity.

In retrospect, researchers Erin Hobin and Timothy Stockwell shouldn’t have been surprised that their first-of-its-kind experiment placing cancer warnings on 47,000 bottles of booze—funded by the Canadian government to the tune of $1 million (CDN)—got yanked.

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