The Guardian Britain's biggest drink manufacturers yesterday warned that attempts to reverse Britain's bingeing culture could take a generation, as they launched the first national advertising to cut drunkenness in young people. The unprecedented attempt to change habits among the young follows concern that Britons are among the worst offenders in Europe. Its poster and radio campaign follows trials in Manchester last year and is expected to include hospital and GP waiting rooms as well as pubs, bars, clubs and public transport.
Occasional excesses are part of a normal learning curve.
This campaign is the start of a long haul to change the image of drunkenness and the culture of excess around alcohol. Other partners, including the government, would have to find funds for a whole range of campaigns and for more expensive forms of advertising.