Perception 'key' to tackling young alcohol addictions

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by Change | 8 Jul 2009

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Efforts to tackle alcohol addictions in young people should focus on their perceptions of drinking, it has been claimed.

Reducing the number of young people seeking addiction treatment for problems with alcohol should concentrate on changing their attitudes towards drink, new research has suggested.

According to a study carried out by the School of Health and Social Care at Oxford Brookes University, giving students individual feedback on their drinking habits and how these exploits compare to social norms can help to reduce the amount young people are drinking and thereby cut the risk of them heading to rehab clinics later in life.

Previous research has shown that students often over-estimate the amount of alcohol consumed by their peers and as a result feel pressure to consume large quantities of alcohol themselves.

This in turn puts them at risk of needing alcohol addiction treatment because they become hooked on the substance while trying to fit in with their peers.

"We know that social norms have a powerful impact on thought and behaviour, so changing people's perceptions about what is normal can really help," explained Maria Teresa Moreira, who led the study.

The number of young people heading to rehab centres to take part in programmes aimed at addiction recovery following an alcohol addiction has become an increasing cause for concern.

Recent figures released by the National Treatment Agency for Substance Misuse have revealed that one in four 16 and 17-year-olds admit to drinking alcohol to provide "something to do".

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