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.