In the last decade alcohol marketing to women has exploded and as a result more women are drinking above the Low Risk Alcohol Guidelines.http://www.ccsa.ca/Resource%20Library/2012-Canada-Low-Risk-Alcohol-Drinking-Guidelines-Brochure-en.pdf. According to a 2014 study by Public Health Ontario only 17% of Ontarians who drink alcohol had ever heard of the Low Risk Alcohol Guidelines https://www.publichealthontario.ca/en/eRepository/Alcohol_Infographics_LRDG.pdf
Statistics Canada also found that the proportion of teen girls and women who reported heavy drinking increased from 8.3 per cent in 2001 to 13.2 per cent in 2014. Heavy drinking or binge drinking is defined as consuming 4 or more drinks on one occasion. Binge drinking by pregnant women has been shown in the literature to cause damage to the baby. About 40-50% of pregnancies are unplanned. If more women are binge drinking and many pregnancies are unplanned more babies will be exposed to alcohol in pregnancy with the potential of increasing the chances of brain damage or FASD.