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The Government’s Alcohol Strategy

The Government published its ‘Alcohol Strategy’ in March outlining a revised approach for tackling the harms of boozing.

The strategy acknowledges that alcohol can impact positively on the lives of adults when enjoyed moderately. However, the ambition of the strategy is to ‘reshape the approach to alcohol’, with the following key aims:

# Change behaviour so that it is no longer acceptable to drink in ways that cause harm to self or others.
# Reduce the amount of alcohol fuelled violent crime.
# Reduce the number of adults drinking above the NHS guidelines.
# Reduce the number of people ‘binge drinking’.
# Reduce the number of alcohol related deaths.
# A sustained reduction in the number of 11-15 year olds drinking and the amount of alcohol consumed.

Pricing and Promotion of Alcohol

A number of approaches around the availability of alcohol are proposed:

# Raise the alcohol duty by 2% above retail inflation (RPI) each year to 2014-15.
# Introduce a ‘minimum juice’ rule for cider so that high strength, white ciders can no longer qualify for lower apple cider duties.
# Introduce a new high rate of duty for high strength beer over 7.5% ABV and a new lower rate for beer at 2.8% and below.
# Introduce a minimum unit price (MUP) for alcohol. A consultation on the level at which this should be set is planned although current proposals are around 40p per unit.
# The introduction of a MUP negates the need for a ban on below cost alcohol sales.
# Work with the Advertising Standards Agency (ASA) and Ofcom to examine ways to ensure alcohol is not promoted during programmes of high appeal to young people.
# Ask the ASA to examine new powers in relation to online and social media in order to verify the age of users.

Enabling Local Action

The strategy allows local agencies to take action, including:

# The transfer of Public Health teams to the local authority from April 2013 will include transfer of the ring fenced public health grant which includes funding for alcohol services.
# From November 2012, elected Police Crime Commissioners will be encouraged to develop strong links with Health and Wellbeing Boards and Clinical Commissioning Groups to develop common causes on a range of crime and health issues, and it is envisaged alcohol will be a key cross cutting issue.
# From end April 2012, licensing authorities and local health bodies will become ‘responsible authorities’ under the Licensing Act 2003. New powers will make it easier to revoke licences or impose conditions by changing the evidential test from ‘necessary’ to ‘appropriate’.
# From October 2012, Early Morning Restriction Orders will enable local areas to restrict alcohol sales late at night.
# Cumulative Impact Policies (CIPs) will work to ensure that there are not a high density number of venues selling alcohol in one area. Local areas can also impose staggered closing times and zoning where appropriate.
# Police.uk will be updated to include information on incident outcomes and the number of Drink Banning Orders in an area.
# From April 2012, alcohol licensing conditions for use at local level will be published. Local authorities will be encouraged to publish licence conditions for premises online to inform the public and maximise reporting.
# From October 2012, local authorities will be able to impose a late night levy on premises that serve alcohol to be used to contribute to the cost of policing and local authority actions in relation to alcohol.
# The maximum fine for selling alcohol to an under 18 will be doubled to £20,000.
# Greater use of ‘Offence of Persistently Possessing Alcohol in a Public Place’ will be encouraged.
# An additional discretionary power for Police Community Support Officers will be explored to enable them to enter licensed premises to support local enforcement of licensing laws.
# Hospital security staff will be able to issue £80 Penalty Notices for Disorder (PNDs) for drunken behaviour in A&E.
# A&E staff will have the right to refuse to treat people who are drunk and abuse, and NHS Protect will have the power to apply for injunctions against individuals.
# Enforced Sobriety Schemes will be piloted as part of conditional cautions and community sentence orders when the crimes are related to alcohol.
# The use of sobriety schemes as part of Conditional Cautions and Community Sentence Orders for people convicted of alcohol related offences will be encouraged. New powers will also be introduced on sobriety will be introduced through the Legal Aid, Sentencing and Punishment of Offenders Bill.
# Hospitals will be encouraged to share anonymised information on alcohol related assaults and injuries with the Police for use in targeting problem premises – this is already in place in Wiltshire.

Drinks Industry Action

The Government recognises that well-run and responsible pubs form an important component of the social fabric of communities and supervision of drinking can help prevent crime and disorder. Working with the alcohol industry is key and the following actions are proposed:

# The industry has pledged to take one billion units out of the market by 2015.
# Clearer information on containers such as unit and calorie content.
# Change the ease of availability of alcohol through responsible product placement.
# Ensuring that alcohol is named, packaged and advertised in a way that demonstrates positive associations to alcohol.

Supporting Individuals to Change

It is recognised that there is no ‘one size fits all’ approach to helping individuals to change their drinking behaviour, therefore several actions are required targeting different groups, including:

# Ensure young people know the risks of alcohol through a new £2.6 million youth marketing programme aimed at reducing regular smoking, drinking, drug use and risky sexual behaviour.
# Ensure that young people who attend A&E due to alcohol receive the proper follow-up and care.
# Drinkaware is funding research into social drinking ‘norms’ to reduce the perception of higher drinking levels among peer groups.
# From April 2013 the Department of Health will include alcohol identification and advice within the NHS health check for adults aged 40-75.
# All areas should implement the NICE guidance and quality standard on the management of harmful drinking and alcohol dependence.
# Use learning from eight pilot areas to develop a payment by results approach to alcohol treatment for offenders.

The full Government Alcohol Strategy is at: http://www.homeoffice.gov.uk/drugs/alcohol-strategy/

South West Wiltshire Liberal Democrats
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Trowbridge
Wiltshire
BA14 9AR

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Stars shine at alcohol film premiere

Young people across Fylde became celebrities for a day when they held a film “premiere” for a DVD they had made.

The teenagers had spent three months making the DVD about alcohol – and invited 40 friends, family members and civic VIPs along when they held a premiere showing at the Island cinema in St Annes.

The 10-minute film used cartoon characters to convey young people’s attitudes to alcohol – before guests took part in a 45-minute discussion about drinking.

Councillor Cheryl, Fylde Council cabinet member for Social Wellbeing, said: “The teenagers were so enthusiastic to be given the chance to make a film and it showed in the quality.

“Nearly everyone likes a drink, but there can be health problems if they drink too much. The message is to have fun by drinking sensibly.

“Underage drinking is a problem in its own right and the youngsters explored the reasons why teenagers start drinking too soon.

“It was a thought-provoking and entertaining film that I hope will be used by schools to get people thinking about the pressures on them to drink too much.”

Practical skills learned by the youngsters included script-writing, storyboarding, editing and design.

The project was funded by Lancashire Drug Awareness Action Team with support from a number of organisations including Fylde Council, schools, voluntary groups and Barnardo’s.

Fylde Direct
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St Annes
Lancashire
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Are some teens’ brains pre-wired for drug and alcohol experimentation?

A study involving approximately 1,900 14-year-olds found that differences in adolescents’ brain activity may put some at higher risk for drug and alcohol experimentation than others, even they are exposed to drugs or alcohol.

In that Nature Neuroscience study (subscription required), researchers examined data from an ongoing study of European teens where participants completed behavior testing and underwent magnetic resonance imaging. Participants were also asked about symptoms of attention deficit hyperactivity disorder and if they had tried alcohol, cigarettes or other drugs. ABC News reports:

# Interestingly, [researchers] were able to identify teens who had prior exposure to alcohol, nicotine, or other illicit drugs and were able to identify specific brain patterns associated with early experimentation with these substances. Furthermore, teens with poor impulse control but no prior substance use had brain images similar to those who had already admitted use.

# The findings suggest that there may be an opportunity to identify teens at risk before they indulge. “While identifying those at greatest risk of addiction is a complex process with many different factors involved, identifying brain networks specific to impulse control represents the first step” says [lead researcher Robert Whelan, PhD.]

# In agreement with prior studies, both adolescents with a history of ADHD or a history of alcohol or drug use had poor impulse control scores. But researchers found that the brain networks activated in teens with ADHD were different than the ones associated with early drug use.

# “This suggests that these two conditions may be unnecessarily tightly coupled together,” says Whelan. This knowledge may help guide doctors’ treatment strategies.

Stanford University School of Medicine
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Weighing Alcohol benefits, risks for a healthy life

There is a growing concern about, and emphasis on, healthy lifestyles. Weighing the benefits and risks of alcohol consumption should find a place in every lifestyle assessment, a recommendation encouraged by the Center for Drug and Alcohol Programs.

Alcohol has been around for thousands of years. The Bible makes frequent reference to wine being the centerpiece of many religious rites and rituals for ages. Beer was the preferred safe beverage during the Middle Ages when water lacked purity and could cause disease. In Western societies in general, and in the United States in particular, alcohol is part of the cultural fabric. It is a social lubricant and enjoyed by many, with 90 percent of all Americans having had at least one alcohol drink in their lifetime.

Luckily, for those who are moderate social drinkers, men who drink less than 14 drinks a week and no more than two drinks a day, or those women drinking less than seven drinks per week or no more than one per day, alcohol has considerable health benefits. A standard drink is 1.5 oz. of liquor, 12 oz. of beer, or 5 oz. of wine. At these drinking levels, alcohol is known to reduce heart attacks, increase good cholesterol, have a mild anti-clotting effect and might even reduce the risk of dementia. However, as drinks per day increase above these limits, there are increasing negative health consequences.

For instance, it is well documented that drinking more than two drinks per day for men and one for women will elevate blood pressure and at four to five drinks per day for men and three to four drinks for women, the odds of having high blood pressure are substantially increased. It is not widely appreciated that heavy alcohol consumption is the number one leading preventable cause of hypertension.

Many heavier drinkers take antihypertensive medications when a reduction of alcohol consumption might do just as well to lower blood pressure.

At these drinking levels there is a significantly increased risk of heart attack, stroke, and many forms of cancer. For instance, for women receiving hormone replacement and who drink seven to 14 drinks a week, the risk of developing breast cancer goes up tenfold.

For the 7 percent of Americans (14 million adults) who have genetic risk or stress-induced heavy alcohol consumption that leads to life problems (alcohol abuse or dependence) additional problems may occur. For instance, those who drink more than six drinks a day might have problems with memory, concentration and sleep. They accomplish less, might withdraw from social and family activities, and put themselves and others at risk from accidents, such as fires, auto accidents and falls. It is known that about half of all trauma admissions to hospitals involve heavy alcohol use.

The elderly, who already have reduced balance and coordination problems, are more sensitive to alcohol, leading to a higher risk for falls. Since heavy alcohol use can also lead to osteoporosis (softening of bones), the falls can easily cause broken hips, wrists, ribs and vertebrae, as well as head trauma – thereby creating a double health risk. Since alcohol can interact negatively with many medications, these risks are even higher in senior citizens since they are taking more and varied medications.

The good news is that treatments to assist individuals curtail, or stop, their alcohol use are available and new ones are being discovered more frequently at MUSC and at other major alcohol research centers in the country.

MUSC Health
171 Ashley Avenue
Charleston, SC 29425
United States

843-792-1414

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Some Insurers Deny ER Coverage To People Who Have Been Drinking

Up to half of the people who are treated at hospital emergency departments and trauma centers are under the influence of alcohol, experts say. That may be a sobering statistic, yet a recent study found that emergency departments can capitalize on this “teachable moment” to discourage problem drinking in the future.

But laws in more than half the states permit insurers to deny payment for medical services related to alcohol or drug use and that can derail hospitals’ best intentions, experts say. Faced with the prospect of not getting paid for care, some emergency department personnel may sidestep the problem by simply not testing patients’ blood or urine for alcohol.
More From This Series Insuring Your Health

In the study, published online in the Annals of Emergency Medicine in March, nearly 600 emergency department patients who were identified as hazardous or harmful drinkers (defined for men as drinking more than 14 drinks per week or more than four on any single occasion, and for women as more than seven weekly drinks or three on any one occasion) took part in a seven-minute interview. During the interview, an emergency department staff member discussed the link between a patient’s injuries and alcohol, as well as guidelines for low-risk drinking, and encouraged the patient to discuss what was stopping him from drinking less and to set a drinking goal.

Compared with those who received standard care, patients who took part in the sessions reduced their average number of weekly drinks significantly as well as their episodes of binge drinking and drinking and driving over the next 12 months.

“In the emergency department on a weekend, all the cases may be drug or alcohol related, and yet we don’t do” screening and intervention, says Gail D’Onofrio, the study’s lead author who is chair of emergency medicine at Yale University School of Medicine. “Our goal is to normalize this in the emergency department.”

Although some of the nearly 4,000 emergency departments screen patients for drug or alcohol use, it’s not required. Level 1 and 2 trauma centers, however, which are typically equipped to handle emergency patients suffering from serious injuries sustained, for example, in major car accidents, must screen for problem drinkers. Level 1 trauma centers must also be able to provide counseling.

Such screening and counseling can be effective, says Larry Gentilello, a trauma surgeon who has published studies on injury prevention and substance abuse.

“Most of the people who are injured don’t need to go into treatment,” he says. “They aren’t alcoholics or alcohol dependent. That’s why one counseling session can help them by talking about the risks of drinking.”

The extent to which so-called alcohol-exclusion laws deter emergency medical personnel from screening and counseling patients for alcohol or drugs is unknown.

The laws have a long history. Since 1947, more than 40 states have passed measures allowing health plans to refuse to pay for care if the patient’s injuries occurred while he was under the influence of alcohol or, in some states, drugs, say experts. As people came to understand alcohol addiction and the possibility of treatment, however, it became clear that the laws were counterproductive. In 2001, the National Association of Insurance Commissioners recommended against them.

Since then, at least 15 states have repealed or amended their laws and now prohibit exclusions of coverage for drinking or drugs, according to data from the National Institute on Alcohol Abuse and Alcoholism. Maryland and the District of Columbia are among them; Virginia’s law remains in place.

Regardless of state law, self-insured companies that pay their employees’ health care costs directly can refuse to cover employees for alcohol-related claims.

The laws have ensnared both problem and occasional drinkers.

Gentilello describes the case of a Seattle woman who was celebrating her 25th wedding anniversary and had a few glasses of champagne at dinner with her family. It was a rainy night and she was dressed up and wearing high heels. As she and her husband tried to hail a cab, she tripped on a curb, fell and broke her ankle. In the emergency department, her chart noted that she had a few drinks. Her insurer refused to pay. Washington subsequently adopted a prohibition on alcohol-related claims exclusions in 2004.

It’s unclear how frequently insurers continue to apply such laws to avoid paying claims. Susan Pisano, a spokeswoman for America’s Health Insurance Plans, a trade organization, says the group doesn’t know what member practice is. Cynthia Michener, a spokeswoman for Aetna, says that “to our knowledge” the company doesn’t apply such exclusions. Other insurers, including UnitedHealthcare and Humana, didn’t provide information about their practices.

But a professor who has written about such laws says there are indications that health plans continue to use them to deny payment.

“There are tons of these cases,” says Sara Rosenbaum, a professor of health law and policy at George Washington University’s School of Public Health and Health Services. “The only evidence we have suggests that these cases go on.”

“There’s no reason to think that insurers, eager to hold down costs, wouldn’t continue” to deny payment based on such exclusions, she adds.

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Self- regulation is not an answer to alcohol

It cannot be left to the producers of a harmful product to decide how, when and where it will be marketed. Policy makers must not rely on self-regulation, but rather follow up through more statutory measures to protect the consumers.

Last week, major producers from the alcohol industry together with the World Federation of Advertising presented The Responsible Marketing Pact which scales up self-regulation[1]..

As a response, Civil Society Organisations with diverse backgrounds are now reminding policy makers at European and Member State level about the need for better regulation and co-regulation, and urge the European Commission and Member States officials not to jump on easy solutions in a new EU Alcohol Strategy 2013-2020.

“It cannot be left to the producers of a harmful product to decide how, when and where it will be marketed. Policy makers must not rely on self-regulation, but rather follow up through more statutory measures to protect the consumers. The content of this pact is basically the old ineffective measures of self-regulation in a new package. What we are witnessing are two powerful industries formally coming together to fight regulation- this is alarming”, says Mariann Skar, Secretary General of the European Alcohol Policy Alliance.

Not only the lack of effective regulation that reduces the volume of marketing is of great concern, but also the internal character of the self-regulatory system is problematic. “The very least the Commission should do is setting the standards for the self-regulation – and standards aimed at protecting health should be meaningful and drawn up in consultation with the health community, with a clear mandate for progression to more overt regulation (Loi Evin) when it becomes clear that the industry is not abiding by them“, says Dr Nick Sheron, the Royal College of Physicians (UK) representative to the EU Alcohol Forum.

A self-regulatory approach to alcohol marketing and health warning labels has recently been put forward as an important element in a new EU Alcohol Strategy[2] . However, self-regulation has proved not to fulfil its purpose. For example back in 2007 the UK Government tried a voluntary labelling scheme. Regrettably, the industry did not keep its own promises and only 15% complied[3] with the agreement they drafted themselves

“The alcohol industry has had more than a fair chance to prove self-regulation can work”, says Andrea Lavesson, President of Active – sobriety, friendship and peace. “Evidence shows that self-regulation does not work for protecting children and youth”.

Europe is still the heaviest drinking region in the world, and the problems arising from alcohol harm are not only matters for Member States alone, but need to be addressed at the EU level to be effectively solved.

Eurocare together with 28 European and national NGOs (see list below) call for European Commission and the governments to take concrete and binding decisions that will help us all to address the alcohol related harm in the new EU Alcohol Strategy.

Eurocare
96, Rue des Confédérés
B-1000 Brussels, Belgium

Tel: +32 2 736 05 72

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County chemists to offer alcohol advice

Information will be available in chemists around Warwickshire for the whole month as part of a health improvement campaign to raise awareness of the harm alcohol can cause.

As part of the Public Health campaign, training has also been arranged for pharmacy staff to help them speak to the public about alcohol and safe drinking.

Coventry and Warwickshire’s treatment service, The Recovery Partnership, who are commissioned by the Warwickshire Drug and Alcohol Action Team (DAAT), will train pharmacy counter staff to understand alcohol units and safer drinking limits, and learn more about the risks from excessive alcohol use. This will give them confidence to speak to customers about alcohol and signpost them to further services more appropriately.

This is part of a wider NHS Warwickshire Public Health project – the Health Champion Programme – set up to address a range of health related matters in partnership with the Local Pharmaceutical Committee and all pharmacies across the county.

Under the programme, pharmacies support three nominated public health topics each year by setting up visual displays, providing information, and offering advice to customers.

Warwickshire’s Director of Public Health, John Linnane, said: “Pharmacies were an obvious choice for us as venues for the mini health campaigns as they are well positioned in local communities and convenient for patients and the public.

“As they have regular contact with members of the public, pharmacy staff can have a great impact on improving the health of people in Warwickshire.

As well as alcohol, in 2012, we will also be looking at mental health and wellbeing, and healthy eating so similar campaigns on these themes will run in pharmacies later in the year.”

Paul Hooper, Warwickshire’s Substance Misuse Manager added: “The DAAT are pleased to be involved in this health campaign with local pharmacies. Alcohol misuse is a serious issue which causes a great deal of harm to individuals and their families so we welcome the opportunity to raise awareness of the issue.

“By passing on information safe drinking limits and offering advice to help people manage their alcohol intake, we hope to bring down the number of alcohol related hospital admissions, reduce the number of people in treatment and improve general health of the Warwickshire residents.”

For alcohol advice from the DAAT go to www.warwickshire.gov.uk/alcohol and to find out more about the Recovery Partnership visit www.cw-recovery.org.uk/

Warwickshire County Council
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Warwick
CV34 4SA

01926 410410

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Researchers Find Potential Link Between Drinking Alcohol And Breast Cancer

A research team this week will present findings that they say may finally explain the link between alcohol consumption and breast cancer.

“Cells have different mechanisms to remove toxic substances, such as ethanol, the chemical name for alcohol, that represent a potential risk to them,” explains Maria de Lourdes Rodriguez-Fragoso, professor of pharmacology and toxicology at the Universidad Autonoma del Estado de Morelos in Mexico. “Unfortunately, sometimes these mechanisms produce other toxic substances, including some that are associated with the development of different types of cancer.”

At 12:25 p.m. Monday, April 23, Rodriguez-Fragoso will present her group’s work at the annual meeting of the American Society for Biochemistry and Molecular Biology, held in conjunction with the Experimental Biology 2012 conference in San Diego.

Alcohol consumption has long been established as a risk factor for breast cancer. But finding the direct link that makes it so has, so far, proved elusive. Now, Rodriguez-Fragoso and her collaborators think that they have found the answer, a protein called CYP2E1.

“We knew that CYP2E1 could break down ethanol and that doing so created unstable, highly reactive chemicals known as free radicals,” she says. Working with researcher Scott Burchiel and his group at the University of New Mexico, Rodriguez-Fragoso’s team had previously found that free radicals were associated with activation of cellular mechanisms that lead to tumor development. “The question then was, does having more CYP2E1 make you more susceptible to ethanol-induced toxicity, thereby increasing your risk of developing cancer?”

CYP2E1 is found in breast cells known as mammary epithelial cells, which are also where most breast cancers originate, suggesting to the researchers that CYP2E1 may be involved in breast cancer development. To test this hypothesis, the researchers administered ethanol to separate cultures of mammary epithelial cells that had varying levels of CYP2E1. Cells that expressed low levels of CYP2E1 were mostly immune to the effects of the ethanol treatment; however, cells with increased amounts of CYP2E1 protein were greatly affected, suggesting that women with higher expression levels of the protein would show similar responses.

Significantly, points out Rodriguez-Fragoso, “our results showed that ethanol-treated human mammary cells had an increase in free radical production, oxidative stress and the activation of cellular mechanisms that cause cells to increase their proliferation rate,” all hallmarks of cancer. “So if you are a woman who naturally expresses higher levels of CYP2E1 and you consume alcohol, you would be at a greater risk for developing breast cancer than a woman who expresses lower amounts of CYP2E1,” she explains.

A few months ago, the group started investigating CYP2E1 expression levels in breast tissue obtained from healthy women who had undergone mammaplasties. “Preliminary results show that there is great variability in the expression of this enzyme among the analyzed samples,” says Rodriguez-Fragoso. “This means that each individual will have a different response to alcohol, and each should take different precautions to minimize their risk of developing breast cancer.”

With these results in hand, Rodriguez-Fragoso expressed confidence that her group will be able to develop a method of diagnosis that would focus on the determination of expression levels of CYP2E1 in breast tissue. “If you know the risk probability of certain behaviors on your likelihood of developing cancer, then you can better understand what preventative measures you should be taking,” she emphasizes.

The Center for Disease Control and Prevention estimates that breast cancer will be responsible for nearly 40,000 deaths this year alone, with an additional 220,000 diagnoses. “If we can prevent the development of breast cancer associated with alcohol intake by timely diagnoses of markers such as CYP2E1,” says Rodriguez-Fragoso, “then the annual numbers of new cases and deaths could be diminished significantly.”

American Society for Biochemistry and Molecular Biology (ASBMB)
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Rockville, MD 20852-3110
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TV alcohol advertising may play role in underage drinking

Study shows that minors who recognize ads for beer and spirits are more likely to drink

Minors who were familiar with television alcohol advertisements were more likely to have tried alcoholic beverages and binge drink than those who could not recall seeing such ads, according to a study to be presented Sunday, April 29, at the Pediatric Academic Societies (PAS) annual meeting in Boston.

“Underage drinking remains an important health risk in the U.S.,” said lead author Susanne E. Tanski, MD, MPH, FAAP, assistant professor in the Department of Pediatrics at Children’s Hospital at Dartmouth, Dartmouth-Hitchcock Medical Center. “In this study, we have shown a link between recognition of nationally televised alcohol advertisements and underage drinking initiation and heavier use patterns.”

Previous research by Dr. Tanski and her colleagues showed an association between seeing smoking and drinking in movies and adolescents engaging in these risky behaviors. This study expanded on that research by exploring whether there is an association between young people’s exposure to television alcohol advertising and substance use.

The researchers surveyed a national sample of 2,541 youths ages 15 to 20 years. Participants were asked about their age, gender, race, if their friends drank, if their parents drank, whether they had a favorite alcohol ad and whether they owned alcohol-branded merchandise. They also were asked questions to assess whether they engaged in “sensation-seeking” behavior.

Participants then were shown 20 still images selected from television ads for the top beer and spirit alcohol brands that aired on national television in the year before the survey as well as 20 ads for fast-food restaurants. The images were digitally edited to remove the brands and logos. Individuals were asked if they remembered seeing the ad, if they liked the ad and if they knew the product or restaurant being advertised.

Results showed that 59 percent of underage youths previously drank alcohol. Of those who drank, 49 percent binge drank (had more than six drinks in a row) at least once in the past year.

Familiarity with TV alcohol advertising was significantly higher for drinkers than for non-drinkers. Other factors linked with drinking alcohol included older age, seeing alcohol in movies, having a favorite alcohol ad, having greater propensity for sensation seeking, having friends who drink alcohol, and having parents who drink alcohol at least weekly.

Among those who drank alcohol, familiarity with TV alcohol advertising was linked with greater alcohol use and binge drinking. Other factors linked with more hazardous drinking included owning alcohol-branded merchandise, having a favorite alcohol ad, older age, male gender, sensation seeking and friend drinking.

Familiarity with fast-food TV advertising was not linked to drinking behavior, suggesting that the relationship between alcohol ad familiarity and drinking is specific and not due to overall familiarity with advertising, Dr. Tanski said.

“At present, the alcohol industry employs voluntary standards to direct their advertising to audiences comprised of adults of legal drinking age,” Dr. Tanski said. “Our findings of high levels of familiarity with alcohol ads demonstrate that underage youth still frequently see these ads. While this study cannot determine which came first — the exposure to advertising or the drinking behavior — it does suggest that alcohol advertising may play a role in underage drinking, and the standards for alcohol ad placement perhaps should be more strict.”

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Trading Standards seize over 200 bottles of counterfeit alcohol

Oxfordshire County Council’s Trading Standards Service is warning businesses about the sale of unsafe alcohol, after nearly half of off-licenses visited in the county were found with stocks of suspected counterfeit alcohol.

Trading Standards seized 274 bottles of various Vodka brands, wines and whisky from six of the 13 off-licenses inspected. 229 of these bottles have been confirmed as counterfeit. Further checks on off-licences across the county will be carried out in the coming weeks.

The worst case was bottles of Artic Ice which were found to be unsafe and damaging to health if consumed. These contained Isopropyl alcohol, an industrial solvent, commonly found in nail varnish remover and screen wash. Counterfeit alcohol is unregulated and is often made in very unhygienic conditions.

Anyone found selling counterfeit products will be investigated and could be prosecuted. The penalty, if convicted, could be a fine or imprisonment.

A premises licence review will also be considered which could result in the premises licence being removed or restrictions placed on it. Alcohol found for sale which has been improperly imported will been handed to HMRC, who are able to fine the shop owners and have the products destroyed.

Richard Webb, Acting Head of Oxfordshire County Council’s Trading Standards Service, said: “We are concerned about the levels of counterfeit alcohol found in the county and are tackling the problem by investigating complaints, being proactive in advising businesses on steps to take to avoid buying counterfeit products and removing suspect products from sale, and advising consumers on what to look out for.

“But the problem stems from businesses willing to buy stock in suspicious circumstances. There are potentially serious consequences for any retailer if they sell counterfeit products, so it is important to make sure that you only buy your stock from legitimate sources.”
Potential warning signs that an alcoholic drink may be counterfeit include:

Glue marks around labels
Labels not straight
Bottles have two labels, one on top of another
Spelling mistakes on the labels
Bottles of the same product filled to different levels
Bottles of the same product look different
Writing on the label scratches or rubs off easily

Advice to businesses:

Only buy alcohol from a legitimate source such as an established cash and carry or wholesaler.
If a person approaches you and offers to sell you alcohol, do not buy it and report the incident to Trading Standards.
Keep records of where your supplies come from – make sure you get a receipt and that you keep these.
If your customers complain about alcohol they have bought, speak to Trading Standards for advice and consider removing the rest of the alcohol from sale.
If you are suspicious of any alcohol or other products you have in stock, speak to Trading Standards for advice.

If you suspect that a product is counterfeit contact Trading Standards via the Citizens Advice Consumer helpline on 08454 040506, giving as much information possible.

Councillor Judith Heathcoat, Oxfordshire County Council’s Cabinet Member for Safer and Stronger Communities, said: “Businesses may buy this alcohol in good faith, but I urge shop owners to listen to the advice provided by Trading Standards and ensure that the alcohol you stock is purchased from a reputable company. If you have any suspicions or concerns about traders offering cheap wine or spirits, please contact Trading Standards immediately giving them as many details as possible, and always keep a record of where you buy your alcohol from.”

Oxfordshire County Council
County Hall
New Road
Oxford
OX1 1ND

Tel: 01865 792422

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