The World Health Organization (WHO) Department of Health Promotion is pleased to welcome the Institute for Social Marketing and Health (ISMH) at the University of Stirling in Scotland as a newly designated WHO Collaborating Centre specializing in Alcohol Policy and Public Health Research.

Boasting over 40 years of global research in marketing, behavioral change, and policy development, ISMH now joins a select group of WHO Collaborating Centres dedicated to advancing alcohol-related policy initiatives.

Alcohol-related deaths disproportionately affect low- and middle-income countries (LMICs), with younger and growing populations increasingly at risk. Despite the rising impact, many of these nations still lack robust, comprehensive alcohol control measures. Through this new designation, ISMH will work closely with WHO to conduct critical research supporting better alcohol policy in LMICs, focusing on licensing regulations, marketing controls, and the issue of unrecorded alcohol. Together, the collaboration aims to advance evidence-based solutions that safeguard public health and mitigate the harm alcohol causes to both individuals and communities.

“Now is the moment to address the health threats posed by alcohol and to equip leaders with the research and tools they need to make life-saving decisions. This new Centre is poised to be a valuable partner in confronting this widespread but often overlooked public health challenge,” said Dr Rüdiger Krech, Director of the Department of Health Promotion at WHO. “In the face of rising alcohol-related harm globally, we are excited to work with ISMH, a long-established institution whose research has shaped alcohol policy and improved health outcomes.”

Professor Niamh Fitzgerald, Director of ISMH and Co-Director of the newly appointed Centre, shared: “We’re immensely pleased to receive this recognition, which builds on years of cooperation with the World Health Organization. ISMH has earned global standing for its commitment to improving public health through research, and this designation further cements our role as a leader in alcohol and health research.”

Dr Robyn Burton, also Co-Director of the Centre, added, “As alcohol markets in wealthier countries have slowed, industry players have shifted their focus to growth in low- and middle-income regions. This shift has led to rising consumption—and risk—in these settings. Our partnership with WHO will support efforts to reduce alcohol’s far-reaching impacts on well-being, economic productivity, and community health by generating evidence that empowers local leaders and decision-makers. We are eager to strengthen global collaboration and contribute to this essential work.”

WHO’s Less Alcohol Unit works to shape policies and promote extensive, evidence-informed interventions that address the broader cultural, social, and commercial influences on alcohol use. The Organization collaborates with academic institutions, civil society, and public health experts to produce influential research for policymakers and drive multi-sectoral action. It also shares effective practice models to help ensure lasting impact at the population level.