According to the researchers, as most of the advertisements for anti-drinking campaigns are ‘misconstrued’, they promote alcoholism rather than dissuading people from the bad habit. Incidentally, the findings are based on study, which included in-depth meetings with 94 young people in three UK regions over a period of three years.

In fact, researches point out that the younger generation is the worst affected by such ‘misconceived’ advertisements. Instead of giving up drinking, many youths actually take pride in their drinking exploits and often see extreme inebriation as something related to self esteem.

Most of the advertisements created for anti-drinking campaigns depict the adverse affects of alcoholism like collapsing on the way home, being kicked out of night clubs and health problems.

Ironically, these have not only failed to desist the youth from continuing with their drinking habits, but egged them to be rasher as they see these as ‘heroic’ acts and desire to be identified with such incidents!

According to Professor Christine Griffin from the University of Bath, who is the lead researcher, most of the advertisements have unwittingly glamorized drinking or alcoholism.

Hence, he has cautioned that the younger generation may see the affects of alcoholism as a method to emphasize their social identity. On the other hand, Professor Isabelle Szmigin from Birmingham Business School, University of Birmingham, is of the view that while many young people distinguish the harm that alcoholism can do to their health, and the risks of physical and sexual assault linked to the habit, they only see this as a short-term problem.

Another member of the research team, Professor Chris Hackley in the School of Management at Royal Holloway opined that getting intoxicated with friends and peers offers a unique social bonding ritual that is considered to be a good sign and seen as a fun. 

He added that there is a need for a fundamental change in the UK’s National Alcohol Policy and the new one should take care of the social character of alcohol consumption and the identity allusions for the youth.
 

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