New HSE campaign reminds us that the safest choice during pregnancy is no alcohol at all

A new HSE campaign is letting the public know that avoiding alcohol completely is safest when planning a pregnancy and during pregnancy. 

Watch the campaign video

We know from speaking with women that they are inundated with a huge amount of information about alcohol and pregnancy, be it through AI, social media, family, friends or their own research. Alongside this, the culture in Ireland and misconceptions around alcohol use add to this misunderstanding and are barriers to an alcohol-free pregnancy.

We want to assure women that when it comes to alcohol, no amount, at any stage during pregnancy or planning a pregnancy, is safe. The campaign directs people to expert advice. It also encourages partners, family and friends to support women in their efforts to have an alcohol-free pregnancy.

The HSE’s Planning or Pregnant? In all the noise, the truth is clear campaign is supported by the Irish Pharmacy Union (IPU) and will feature in up to 1,900 community pharmacies. It will also run in over 140 GP and medical centre settings across Ireland and across social media.

Ireland has one of the highest estimated rates of prenatal alcohol exposure in the world, and it is estimated to have the third highest rate of Fetal Alcohol Spectrum Disorder (FASD). 

Dr Claire Neill, Consultant in Public Health Medicine, HSE says: “Alcohol during pregnancy, even small amounts, can affect a child’s development, both neurologically and physically, throughout their life. Evidence shows that no alcohol at all is safest. Our campaign directs people to expert advice and encourages partners, family and friends to support women in having an alcohol-free pregnancy.”

Pregnancy Planning 

If you are planning a pregnancy, the HSE’s advice is to stop drinking alcohol as both the pregnancy and fetal development can be affected. The risk when planning is that you may not be aware you are pregnant, so the best step is to cut alcohol out completely.

Some tips to support an alcohol-free pregnancy include:

• planning alcohol-free activities
• planning ahead and avoiding triggers (people and places) which encourage drinking
• asking partners, friends and family to support you
• getting support from your GP, midwife and obstetrician.

What can partners, family, and friends do to help

• Do not put pressure on someone to drink.
• Spend time away from alcohol activities.
• Make sure there are drinks without alcohol available.

About FASD

Fetal Alcohol Spectrum Disorder (FASD) is a group of disorders caused by alcohol exposure in pregnancy and is associated with a range of lifelong physical, mental, educational, social, and behavioural difficulties. Prenatal alcohol exposure is therefore the leading preventable cause of neurodevelopmental disorders.

A Lancet Global Health study on estimated alcohol consumption during pregnancy ranked Ireland among the highest globally. In addition, drinking patterns before pregnancy can be a predictor of consumption during pregnancy.

The 2025 Healthy Ireland Survey reported increasing alcohol consumption among young women. Women between the ages of 15 and 24 had the largest increase in alcohol consumption in the past 12 months of all groups, increasing by 16 points since 2015 (64% to 80%).

Get help or advice

Information and support to help you cut back on alcohol

If you’re concerned about your drinking or need confidential support, contact the HSE Drug and Alcohol Helpline:

Freephone: 1800 459 459 (Monday to Friday, 9.30am to 5.30pm)

Email: helpline@hse.ie.