Drinkaware’s chief executive Chris Sorek speaks on the emergency budget (2010) which involves a 20% increase in VAT:  “Supply and price are not the only factors that influence binge drinking. Consumer’s demand for alcohol and our culture’s acceptability of drunkenness are key issues to be dealt with.

“Alcohol misuse costs the NHS in England £2.7bn per year and the financial, social, physical and emotional impact of alcohol misuse is felt by everyone in society. We need to tackle the problem head-on and through a coordinated effort.”

Only 6% of the labels on drinks adhere to the voluntary agreement put together by the Government in 2007.  It was agreed that the following information would be included on labels to include:  unit information, pregnancy advice, message about drinking and accountability, the Drinkaware logo and NHS recommended drinking limits.

Public Health Minister, Gillian Merron, has criticised that the current labelling of the drinks industry is disappointing.  She states, “Whilst there should be no need to bring in legislation when the industry can clearly sort it out themselves, we will not hesitate to act decisively if [the] industry does not deliver.”

Screening for alcohol takes on whole new meaning with this year’s Christmas campaign from Drinkaware. The charity has put giant touch screens in the city centres of London, Glasgow, Birmingham and Leeds to encourage the public to self-report their consumption. All the information gathered by the live screens will be fed onto the charity’s website where we’ll be comparing it with our own database on self-reporting – noted at the same time as we take samples for Hair Alcohol Testing.