In England, just as the United States, binge drinking is a major problem among young adults. The act of drinking as much as you can, as fast as you can, can lead to a number of problems and even result in addiction. Combating the practice of binge drinking has proven difficult, with research indicating that campaigns against binge drinking have bore little fruit. A new research conducted by Royal Holloway, University of London, in conjunction with three other UK universities, has found that official messages about binge drinking are unlikely to work and are often dismissed as irrelevant by young drinkers, Science Daily reports. The findings may be due to the consumption of large quantities of alcohol being part of their sub-cultural social identity, a group driven by the need to subvert rules and norms. "The insight that heavy drinking can be part of a rule-breaking sub-culture may seem obvious, yet huge sums have been spent in the past on Government anti-drinking advertising campaigns that simply fuel the sense that sensible drinking is boring and conformist, while binge drinking is subversive fun," said Professor Chris Hackley, from the School of Management at Royal Holloway. "Government messages that say 'drink sensibly' ignore the ways many young people actually enjoy drinking. This research also has implications for other areas of Government health policy, where compulsive and excessive consumption can sometimes be fuelled by a need to defy and subvert official rules." What’s more, the research showed that high-price tagged ad campaigns may actually have an adverse effect on people most at risk of drinking to excess, according to the report. In the United Kingdom, alcohol related injuries and deaths cost the National Health Service £3.5 billion a year. Clearly, with the price of excessive alcohol consumption being as high as it is, the need for more effective methods is apparent. The researchers contend that a more targeted and practical approach to alcohol intervention may be more effective than multi-million pound anti-drinking campaigns. The findings were published in the Journal of Business Research.
The practice of “binge drinking” is a common occurrence among young adults, especially with young men. Drinking as much alcohol as you can, as fast as you can, may be appealing to those trying to catch up with their peers; however, binge drinking can be extremely dangerous - leading to a number of health problems - as well as dependence and addiction. As a result, researchers have long sought ways to curb binge drinking behaviors using science. At the University of North Carolina (UNC), a team of researchers used "a series of genetic and pharmacological approaches" to identify a protein in the brain called neuropeptide Y (NPY), which suppressed binge drinking behavior in a mouse model, Medical News Today reports. "Specifically, we found that NPY acted in a part of the brain known as the extended amygdala (or bed nucleus of the stria terminalis) that we know is linked to both stress and reward,” explained study lead author Thomas L. Kash, PhD, assistant professor in the departments of pharmacology and psychology and a member of UNC's Bowles Center for Alcohol Studies. This antidrinking effect was due to increasing inhibition (the brakes) on a specific population of cells that produce a 'pro-drinking' molecule called corticotropin releasing factor (CRF)." "When we then mimicked the actions of NPY using engineered proteins, we were also able to suppress binge alcohol drinking in mice," notes Kash. What’s interesting, in the study the researchers found that the "antidrinking" NPY system may be susceptible to alteration by long-term drinking in multiple species. The researchers’ findings suggest that NPY may not only be a treatment for alcohol abuse - but a marker. "The identification of where in the brain and how NPY blunts binge drinking, and the observation that the NPY system is compromised during early binge drinking prior to the transition to dependence, are novel and important observations," study co-author Todd E. Thiele, PhD, professor of psychology at UNC and a member of the Bowles Center for Alcohol Studies. The findings were published in Nature Neuroscience.