DO WE really know our limits? Research at Aston University in Birmingham suggests the system of alcohol units used to inform consumers is failing to reduce our drinking.
Research leader Dr Richard Cooke yesterday said the current system of measuring alcohol consumption was flawed as “people struggle to conceptualise what a unit is”. This means efforts to raise awareness become ineffective.
His research has shown a “zero correlation between awareness and change in behaviour”.
The strategy of the previous UK government to reduce heavy drinking was to increase awareness of how much is safe to drink. Despite this, the recommended sensible drinking limits (roughly two units per day for women and three for men) are not widely known.
There are many people who don’t understand the system, explained Dr Cooke. People tend to “think in terms of bottles rather than units”. And when we are pouring drinks for ourselves, there are unlikely to be a fixed number of units in each glass.
An intervention study conducted by Dr Cooke tested the effect of giving people detailed information on the alcohol units in each drink they pour. Those provided with the information drank an average of two units less per week. Dr Cooke said we all tended to underestimate the units we consumed. Awareness was low in young people, despite adverts discouraging binge drinking.
A study of students in Aberdeen included many who considered the “average student is much more likely to be a binge drinker than themselves”, noted Dr Cooke. The definition of binge drinking (more than eight units for men, six for a women) was not widely known.
“A lot more thought needs to be put in to how [units] are used.”
He also suggested the system of units and awareness campaigns were a double-edged sword. “If we don’t tell them what [the binge drinking limit] is then they can’t avoid it.” However there was also a concern that “once people know it will become a goal”.
As well as reducing consumption, Dr Cooke is looking to possible replacements for alcoholic drinks and drinking as a social activity: “Sometimes you just want a cup of tea and you can’t get it.”
A discussion led by Dr Cooke this Saturday at the British Science Festival will consider how to best tackle excessive drinking.
Alison Jones is a British Science Association media fellow on placement with
The Irish Times