Alcohol consumption during pregnancy remains deeply normalized in South Africa according to a new report released this year [1].

This trend persists despite broad awareness of the risks alcohol poses to fetal development. The normalization of drinking during pregnancy increases the likelihood of lifelong cognitive and physical impairments for children born with fetal alcohol spectrum disorders.

The 2026 Sober Pregnancies Report [1] indicates that public health messaging has not yet overcome the influence of cultural myths. Some of these misconceptions involve the belief that certain types of traditional alcohol are safer for consumption during pregnancy than commercial spirits [2].

Dr. Leana Olivier, CEO of the Foundation for Alcohol Related Research, said these myths allow alcohol use to stay normalized. The persistence of such beliefs suggests that awareness of the danger is not the same as a change in behavior [1].

Public health officials said the gap between knowledge and practice is a significant barrier to reducing the prevalence of fetal alcohol syndrome. While many women know that alcohol is harmful, social pressures and ingrained cultural narratives often override these medical warnings [2].

Addressing these norms requires a shift in how health information is delivered to expectant mothers. The report suggests that current strategies may be insufficient to dismantle the social acceptance of drinking during pregnancy [1].

“Alcohol consumption during pregnancy remains deeply normalized in South Africa.”

The findings suggest that South Africa's challenge is not a lack of information, but a conflict between medical knowledge and cultural identity. When traditional beliefs regarding alcohol safety override public health warnings, clinical awareness alone cannot lower the rates of fetal alcohol spectrum disorders; instead, the intervention must target the social and cultural drivers of the behavior.