This paper describes a generalized approach for the selective electrocatalytic C-C bond splitting in aliphatic alcohols at low temperature in aqueous state, with ethanol as an example. We show that selective C-C bond cleavage, leading to carbon dioxide, is possible in high pH aqueous media at low overpotentials. This improved selectivity and activity is achieved using a solution-born co-catalyst based on Pb(IV) acetate, which controls the mode of the ethanol adsorption so as to facilitate direct activation of the C-C bond. The simultaneously formed under-potentially deposited (UPD) Pb and surface lead hydroxide change the functionality of the catalyst surface for efficient promotion of CO oxidation. The resulting catalyst retains an unprecedented ability to sustain the full oxidation reaction pathway on an extended time scale of hours as opposed to minutes without addition of Pb(IV) acetate.