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.
Source: Alison Jones, The Irish Times, 15/09/2010
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