in a discussion piece by Livingston & Raninen [5]. They argued that the call for a shift of attention towards the whole population's drinking (total consumption) also implied a shared responsibility across the population for the harms caused by alcohol, because all drinkers were included in the collective drinking culture. It is worth recalling here that, in the early thinking around the total consumption model, a major argument for addressing all users was not only that it was assumed to be effective, but that it avoided blame and stigmatization of specific groups [6]. As a result, policy measures directed to every drinker were selected, e.g. restricting availability and raising taxes. These measures aiming at making alcohol more difficult to obtain are found to be efficient in limiting harms from drinking [7] but also include, as mentioned by Wilkinson & Ritter, a risk that users will be stigmatized.Thus, the concern of causing stigma to drug users raised in this commentary illustrates a general contradiction in policy work in the field of alcohol and drugs-the balance between making a behavior less attractive and avoiding producing more harms by attaching stigma to current users.