The ALICE RAP (Addictions and Lifestyles in Contemporary Europe – Reframing Addictions Project; www. alicerap.eu) is a five year E 10 million endeavour, cofinanced by the European Commission, studying the place of addictions in contemporary Europe. Based on ALICE RAP s new research and its synthesis of existing research, in this editorial, I highlight three themes that can drive a reframing of the governance of addictions. The first theme is that an ecological analysis of addictive substances suggests that humans are active and functional in relation to the drugs thatwe take, rather thanbeing passive and vulnerable (Sullivan & Hagen, 2014). For example, in the story of life over the last 400 million years, one of the developments has been the battle between plants, and the animals that eat them. Of many defence mechanisms, plants produce secondarymetabolites, including nicotine, morphine, and cocaine, potent neurotoxins that evolved because they punished and deterred consumption by plant-eating animals. Counterbalancing this, animals have evolved to counter-exploit the products of these hundreds of millions of years of research by plants to inhibit and kill their own parasites by subsisting on a mixed diet of palatable and toxic plants, trading off diet quality (and thus growth) for what is termed enemy-reduced or enemy-free space. This also applies to humans. Amongst Congo basin hunter gatherers, the quantity of cigarettes smoked is titrated against intestinal worm burden – the higher the worm burden, the greater the number of cigarettes smoked. Further, when treated with the anthelmintic drug, abendazole, the number of cigarettes smoked is reduced (Roulette et al., 2014). In another example, the presence of ethanol within ripe fruit suggests low-level but chronic dietary exposure for all fruit-eating animals, with volatilized alcohols from fruit potentially serving in olfactory localization of nutritional resources (Dudley, 2014). The same seems to apply to humans, since, whereas primate ancestors living 16–21 million years ago could not effectively metabolize consumed ethanol, by 6–12 million years ago, human s last common ancestor with gorillas and chimpanzees had evolved a digestion fully capable ofmetabolizing consumed ethanol, at levels found in fermenting fruits (Brenner, 2013). That humans are active and functional in relation to the drugs that we take, including alcohol and nicotine, has at least three implications. First, prohibition and “war(s) on drugs” are likely to fail, because substance use is not “caused” by biological frailty in people in general; second, understanding the ecological contexts and dynamics of drug use may point to new preventive and clinical approaches – the above example of anti-worm treatment reducing cigarette use; third, active and functional speak to potency as being a primary driver of drug use and related harm. This brings us to the second theme, toxicological analysis. For example, margin of Exposure (MoE) analysis compares the ratio of a toxic dose of a drug with the dose consumed (Lachenmeier & Rehm, 2014). A MoE of 1 implies consuming the toxic dose; a MoE of 100 implies consuming 1/100 toxic dose. The European Food Safety Authority (EFSA) sets a MoE of 1,000 for carcinogens whose toxic dose is assessed in humans and whose consumption is voluntary (unlike drinking water). Such aMoE does not imply that consumption is safe, only low risk. The MoE for the consumption of alcohol by European adults is assessed at 1.3 when based on animal studies in which the equivalent does increases death rates by 10 %, and 1.0 when based on human studies with a 1.5 % increased risk of death from liver cirrhosis. This means that European adults consume alcohol at the toxic dose, or 1,000 times the dose were the EFSA guidelines applied to alcohol (EFSA does not assess alcohol). This, together with the fact that the risk of premature death under the age of 70 years for an alcohol-related cause increases linearly with the dose of alcohol consumption (Rehm, Lachenmeier &Room, 2014) implies that the potency of the alcohol we consume is far too high. The strength of alcoholic products could be reduced without consumer preferences being compromised (Lachenmeier, Kanteres & Rehm, 2014). In another example, almost all of the nicotine humans consume (West, Brown&Beard, 2014) is in the form of the SUCHT, 60 (6), 2014, 309 – 311