“…Health messaging for the public is an area fraught with difficulty, even when it is simple and intuitively sensiblesuch as the fruit and vegetable 'five a day' backed by the World Health Organization. However, few can be as difficult-and bound to have a rocky ride-as 'sensible' drinking limits, and certainly the latest 2016 guidelines from the UK Chief Medical Officers (CMOs) [1] have exemplified this. The pitfalls are well reviewed by Holmes et al [2], who ask who are they aimed at, what level of risk should be accepted and do they reflect the uncertainty in any guidelines, given the imprecisions inherent in the methodology?…”