Alcohol has a significant impact on our region's health and wellbeing.Despite strong and consistent evidence about a range of prevention, harm reduction and treatment options, we can be frustrated at the limited translation of evidence into policy and practice.This plenary examines the challenges, past and emerging, and invites solution focussed responses from the perspectives of a diverse panel of expertise.What factors are influencing current patterns of use and related harm?How do we address the influence of vested interests and challenge popular constructs that prevent investment in effective prevention?How do we raise the profile and adoption of effective harm reduction and treatment interventions?How do we build investment in approaches that address the structural determinants of harmful alcohol use?Are there particular areas on which we should focus, such as the ageing population, younger people or particular communities?
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