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The rationale behind some anti-drinking advertising campaigns may be "catastrophically misconceived", according to new research.

Researchers at Bath University, who have just completed a three year study of the subject, said that many of these adverts play on the entertaining 'drinking stories' that young people use to mark their social identity.

Adverts such as Diageo's thechoiceisyours campaign show drunken incidents, such as being thrown out of a nightclub, being carried home or passing out in a doorway.

The researchers said that these are often seen by young people as being a typical story of a 'fun' night out, rather than as a cautionary tale.

"Extreme inebriation is often seen as a source of personal esteem and social affirmation amongst young people," said Professor Christine Griffin from the University of Bath, who led the research with colleagues from Royal Holloway, University of London and the University of Birmingham.

"Our detailed research interviews revealed that tales of alcohol-related mishaps and escapades were key markers of young peoples' social identity. Not only does being in a friendship group legitimise being very drunk - being the subject of an extreme drinking story can raise esteem within the group."

Co-author professor Chris Hackley at the School of Management at Royal Holloway concluded that this suggests that anti-drinking advertising campaigns that target this kind of behaviour may be "catastrophically misconceived".

He added that there may be a need for a radical re-thinking of national alcohol policy which takes into account the social character of alcohol consumption and the identity implications for young people.

Article published on 11/12/2007 by DryOutNow.com

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