Young people who indulge in binge drinking tend to see the health effects as only "short term", researchers claimed yesterday.
"Demonising" binge-drinkers and trying to convince young people of the dangers to their health are not working, according to the study conducted at Bath University, Birmingham University and Royal Holloway College, London.
Instead researchers called for a "radical rethink" of alcohol policy, based on a better understanding of modern young people.
The research, released by the Economic and Social Research Council, comes from detail conversations with 89 young people and a study of more than 200 alcohol adverts.
The researchers said public information campaigns are now up against social networking sites where young people share pictures of drunken nights out.
Researcher Professor Isabelle Szmigin, of Birmingham University, said: "Although many young people recognise the damage that drinking too much can do to their health, and the associated risks of physical and sexual assault, few view these as more than short term problems."
Fellow researcher Professor Chris Hackley, of Royal Holloway College, said: "The study suggests a radical re-thinking of national alcohol policy is required which takes into account the social character of alcohol consumption and the identity implications for young people."
Another researcher Professor Christine Griffin, of the University of Bath, said: "Top of my list would have to be to stop demonising and making generalisations about young people and their drinking. We also need to listen and incorporate their views and perspectives."
Leave a Reply