Young People Learn Lesson Of Drinking In Moderation

Attitudes to alcohol are shifting, with younger people taking a more responsible approach to going out drinking, according to research for the Scottish Executive. However, there are still substantial numbers who think it is acceptable to get drunk and are not embarrassed by their behaviour.

One in four thinks drinking culture is “harmless fun”, and nearly three in 10 say they would encourage friends to drink even if they say they don’t want to. While nearly half of women would feel responsible if a friend ended up in trouble as a result of a night out drinking together, that goes for less than a quarter of men.

The research, which was carried out to find the effectiveness of an executive advertising campaign to target pub drinking culture, shows the TV ads were recalled by many of the 300 people aged 16 to 35 who took part in the survey by TNS System Three last December.

The information will play a major part in a renewed alcohol awareness campaign. Health Secretary Nicola Sturgeon wants to set out a long-term strategy to change Scotland’s drink culture, starting with a challenge to individuals to question their own behaviour. “We all need to think about our personal intake,” said an executive spokeswoman. “People know alcohol has an effect and there are dangers, but they tend to think it’s about someone else.”

The numbers who say individuals should take more responsibility for their behaviour rose slightly to 94%. There was a significant rise in the numbers who feel embarrassed by their behaviour the day after they had been out drinking, up from 20% to 27%.

Asked if they agreed with the statement, “Scotland’s drinking culture amongst people my age is harmless fun”, attitudes had shifted only slightly, but they were moving in the right direction.

Some 24% agreed, including 4% who agreed strongly, while 66% disagreed with the statement, including 23% who disagreed strongly. Asked if drinking too much can ruin a good night out, 7% of people – one in 16 adults aged under 35 – disagreed, while 5% do not think drinking too much when you are out can get you into trouble.

Jack Law, chief executive of Alcohol Focus Scotland, which campaigns for responsible drinking, said there remains a need to challenge the culture of drinking with friends in pubs and clubs, ordering rounds and going out for drinks after work. “There’s no doubt peer pressure plays a part in our drinking culture and people can be made to feel like a spoilsport if they turn down a drink,” he said.

“Many of us will have been at a party or in the pub where we don’t really want another drink but find it difficult to refuse because of pressure from friends and colleagues. The consequences of encouraging someone to drink more than they planned can be serious and good intentions could lead to more than a hangover.”