A Victorian temperance order that began with candles and aprons is now pulling strings at the World Health Organisation (WHO) and could one day hit British pubgoers in the pocket, according to critics. The organisation, now known as Movendi International, originated as the International Organisation of Good Templars in 1851 in upstate New York, founded by temperance campaigner Daniel Cady. Modelled on the Freemasons, members had to proclaim faith in God, wear collars and aprons, and light a candle at meetings to symbolise warmth and a life free from alcohol.
From Secret Rituals to Global Influence
The order admitted men and women on equal terms and welcomed members regardless of race, a progressive stance for its time. It spread rapidly, reaching Britain in 1868 when a lodge was established in Birmingham, and by the late 1970s had hundreds of thousands of members worldwide. The group later shed its secret rituals, dropping the word 'Order' from its title, and in 2020 rebranded as Movendi International, headquartered in Stockholm, with member groups in over 60 countries.
Dr Christopher Snowdon of the Institute of Economic Affairs said: 'It is alarming that a teetotal pressure group that was originally formed to campaign for prohibition is pulling the strings at the World Health Organisation. The temperance movement is alive and well, but doing things differently this time.' He accused the movement of plotting to 'denormalise drinking through advertising bans and graphic warnings and to make alcohol unaffordable through tax rises and minimum pricing'.
WHO's SAFER Initiative and Movendi's Role
The WHO is set to launch a progress report on its SAFER initiative, an anti-alcohol programme first rolled out in 2018 that urges governments to restrict alcohol availability, clamp down on marketing, and push up prices. Registration for the launch was reserved only for those 'free from conflicts of interest with the alcohol, tobacco and arms industries', effectively lumping brewers with weapons dealers. Movendi has been a vocal champion of SAFER, working hand in hand with the WHO.
The report showcases Uganda, Nepal, and Sri Lanka as success stories, nations where Movendi has run alcohol-policy campaigns. In Sri Lanka, the movement helped produce an alcohol 'investment case' mirroring the WHO's call for higher taxes and advertising bans. In Nepal, the WHO named Movendi as a civil-society partner, while the group says it worked on 'industry counter-action'. Critics argue that advocacy shaped by the movement is being converted into WHO-branded evidence of 'what works'.
Dr Snowdon added: 'Drinkers should not be at the mercy of unaccountable NGOs like Movendi.' A WHO spokesman said there is evidence showing 'pricing, controls on availability' and 'restrictions on marketing' would reduce alcohol harm. Movendi International did not respond to a request for comment.
