phenomenon of alcohol expectations recognizes that intoxication has real physiological consequences that alter a drinker's perception of space and time, reduce psychomotor skills, and disrupt equilibrium. The manner and degree to which alcohol expectations interact with the physiological short-term effects of alcohol, resulting in specific behaviors, is unclear. A single study found that if a society believes that intoxication leads to sexual behavior, rowdy behavior, or aggression, then people tend to act that way when intoxicated. But if a society believes that intoxication leads to relaxation and tranquil behavior, then it usually leads to those outcomes. Alcohol expectations vary within a society, so these outcomes are not certain. People tend to conform to social expectations, and some societies expect that drinking alcohol will cause disinhibition. However, in societies in which the people do not expect that alcohol will disinhibit, intoxication seldom leads to disinhibition and bad behavior. Alcohol expectations can operate in the absence of actual consumption of alcohol. Research in the United States over a period of decades has shown that men tend to become more sexually aroused when they think they have been drinking alcohol—even when they have not been drinking it. Drug treatment programs Most addiction treatment programs encourage people with drinking problems to see themselves as having a chronic, relapsing disease that requires a lifetime of attendance at 12-step meetings to keep in check. Alcohol use disorder Alcohol misuse prevention programs More than 200 injuries and disease conditions are caused due to alcohol misuse. It is a causative agent influencing maternal health and development, noncommunicable diseases (including cancer and cardiovascular diseases), injuries, violence, mental health, and infectious diseases such as tuberculosis and HIV/AIDS. Harmful use of alcohol has been identified as a global health issue, and its management is a priority in the 2030 Agenda for Sustainable Development. In 2018, WHO launched the initiative SAFER, to decrease the number of deaths, diseases and injuries caused by alcohol misuse. It has been developed to address the regional, country and global health and developmental goals using high-impact, cost-effective, evidence-based interventions. Using a set of WHO tools and resources SAFER will concentrate on the more cost-effective interventions to reduce and prevent alcohol misuse. The five WHO "best buys" for decreasing alcohol misuse are priority in this action plan: Strengthen restrictions on alcohol availability. Advance and enforce drink driving countermeasures. Facilitate access to screening, brief interventions, and treatment. Enforce bans