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