ACE alcohol culture exchange

1. ACEalcohol culture exchange Young people and British drinking cultures

3. National character Gender

4. SOCIAL NORMS

5. Have you had a drink in the last 30 days? Source: Eurobarometer, EU Citizens’ Attitudes Towards Alcohol (2010)

6. Did you have 5-6 drinks on last occasion? Source: Eurobarometer, EU Citizens’ Attitudes Towards Alcohol (2010)

7. SOCIAL NORMS

8. William Hogarth, Gin Lane (1751)

9. Lack of licensing controls Expansion of supply Low taxation Urban poverty Reactive policymaking Concerns about women National character?

10. Free market v regulation “If the people will destroy themselves by their own excess … ‘tis the magistrates’ business to help that, not the distillers.” Daniel Defoe, A Brief Case of the Distillers (1726)

11. Free market v regulation “If the people will destroy themselves by their own excess … ‘tis the magistrates’ business to help that, not the distillers.” Daniel Defoe, A Brief Case of the Distillers (1726) ‘Binge drinking is down to individuals. Clamping down on it is a matter for the police, not a reason for raising taxes.’ The Sun, Editorial, 13th March, 2008

13. Consumption (gallons per head) 1800-1935 Source: Health Committee, Alcohol (2010)

14. Consumption (litres per head) 1965-2006 Source: BBPA, Statistical Handbook (2007)

15. Changing cultures Licensing liberalised (1961 and 1964) Supermarket sales Foreign travel Greater affluence Global wine trade Sophisticated marketing Culture of consumption

16. Attitudes and expectations

17. Alcohol and ambivalence: positive expectations Source: ESPAD, Substance use among students in 35 countries (2007)

18. Alcohol and ambivalence: negative experiences Source: ESPAD, Substance use among students in 35 countries (2007)

19. Media reporting

21. Social networks ‘It almost becomes a competition in a way to see who can get as many photos tagged of you as possible.’ (Male, 20-24)(‘Young people, alcohol and the news’, 2009) ‘Binge drinking is eventful drinking. It is risky. Teenagers … accept a degree of battle damage in terms of adverse effects.’(Martin Plant, uncorrected evidence to Health Select Committee, 2009)

22. Social networks ‘It’s almost like your mates are the paparazzi, ‘cos they’re the ones taking the picture of you … and everyone sees it on Facebook.’ (Female, 18-20) (‘Young people, alcohol and the news’, 2009)

23. Norms and expectations It’s as British as rain Everyone drinks to get drunk Getting drunk looks like this:

24. The ‘burden of expectation’(Ruddock, ‘Binge drinking and why audiences still matter’, 2008) For some young people, drinking and getting drunk were so much a part of theestablished social routine that it was difficult for them to think about their motivations for it. We are a culture that goes out and gets drunk, and we don’t go out to drink, we go out to get drunk (Female, 21-24, non-manual worker) You don’t have to know the reason for it. You just do it anyway. Everybody does it, it isthe way the world is(Male, 18-20, non-manual worker) (Engineer, et al. Drunk and Disorderly: A Qualitative Study of Binge Drinking Among 18- to 24-years-olds, Home Office2003)

25. (Dept. of Health, ‘Alcohol social marketing for England: further tools, support and guidance’ 2010)

26. It’s just the way things are… ??? (Dept. of Health, ‘Alcohol social marketing for England: further tools, support and guidance’ 2010)