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Alcohol on television increases the number of people who drink while watching the programmes, it has been claimed.
New research from Radboud University in the Netherlands has suggested that people are influenced by adverts or the portrayal of alcohol in television programmes and are more likely to start drinking themselves while watching the programmes than if no alcohol is shown.
People turning to drink while watching television on a regular basis could become addicted to alcohol, meaning they would need to get help from rehab clinics.
"Our study clearly shows that alcohol portrayals in films and advertisements not only affects people's attitudes and norms on drinking in society, but it might work as a cue that affects craving and subsequent drinking," said lead researcher Rutger Engels.
The research means governments are likely to come under further pressure to place restrictions on the use of alcohol in television programmes as well as on the amount of advertising alcohol receives on television.
Scotland has already set out ambitious new plans to tackle alcohol addiction, aiming to prevent cut-price sales that make alcohol available in large quantities relatively cheaply.
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