Eat, drink and be quiet
The Brits have concluded that no level of alcohol consumption is really safe. So they now recommend less drinking. If it's not safe, why not recommend not drinking? People will still do what they want.
That's kind of my point, Most people aren't particularly motivated by pure health discussions, but more by balancing their enjoyment with their health.
Look at this report of an insurance incentive weight loss program.
It just doesn't impact people even with the positive incentive.