This article is from the source 'bbc' and was first published or seen on . It will not be checked again for changes.

You can find the current article at its original source at http://news.bbc.co.uk/go/rss/-/1/hi/uk/6461359.stm

The article has changed 2 times. There is an RSS feed of changes available.

Version 0 Version 1
Drink campaign 'has wrong focus' Drink campaign 'has wrong focus'
(about 3 hours later)
Alcohol awareness campaigns focus too much on young binge-drinkers rather than older people drinking at home, senior doctors have said.Alcohol awareness campaigns focus too much on young binge-drinkers rather than older people drinking at home, senior doctors have said.
The Royal College of Physicians believes adult alcohol intake is a much bigger health issue - fuelled by an abundance of cheap alcohol. The Royal College of Physicians believes adult alcohol intake is a much bigger health hazard - fuelled by an abundance of cheap alcohol.
The college wants alcohol prices raised and its availability decreased.The college wants alcohol prices raised and its availability decreased.
Health minister Lord Hunt said advice on sensible drinking was aimed at all drinkers - wherever they were.Health minister Lord Hunt said advice on sensible drinking was aimed at all drinkers - wherever they were.
"I know that the recommendation is that people don't drink every night so the body does have a chance to recover," he said."I know that the recommendation is that people don't drink every night so the body does have a chance to recover," he said.
"We're doing everything we can and I know that the colleagues I work with in this area want to get these sensible drinking messages out and, wherever you drink, it is important that you take note of that.""We're doing everything we can and I know that the colleagues I work with in this area want to get these sensible drinking messages out and, wherever you drink, it is important that you take note of that."
'Great sadness' Advertising plea
Professor Ian Gilmore, head of the college, expressed concern over the number of adults turning to drink because of stress at work or difficulties at home.
ADULTS WHO DRINK AT HOME UK 74.4%France 66%Germany 64.3%Spain 44.5% Source: Mintel
He called on the government to changed the "regulatory framework".
"We're incredibly liberal in this country. You go 20 miles across the Channel to France, there's a ban on broadcast advertising, there's no sports sponsorship in France.
"Their drinking is falling, their cirrhosis rates are falling."
He said alcohol had "never been cheaper in real terms in our lifetime that it is now" and it had never been more available.
'Educating' drinkers
Drinks firms said they were doing their bit to encourage responsible drinking.Drinks firms said they were doing their bit to encourage responsible drinking.
The industry has been looking at education for the general consumer Kate ColemanWine and Spirit Trade Association
David Poley, of the Portman Group, which speaks for the industry, Britain's drinking culture needed to be changed through a "co-ordinated programme including education".David Poley, of the Portman Group, which speaks for the industry, Britain's drinking culture needed to be changed through a "co-ordinated programme including education".
ADULTS WHO DRINK AT HOME UK 74.4%France 66%Germany 64.3%Spain 44.5% Source: Mintel
"That's why the drinks industry is supporting the Drinkaware Trust to carry out this consumer education over the next three years.""That's why the drinks industry is supporting the Drinkaware Trust to carry out this consumer education over the next three years."
But Professor Ian Gilmore, head of the college, expressed concern over the number of adults turning to drink because of stress at work or difficulties at home. And Kate Coleman, from the Wine and Spirit Trade Association, said the industry was committed to giving customers the relevant information about safe drinking levels.
"Quite large sections of the population are drinking quite heavily on a regular basis. "The industry has been looking at education for the general consumer in terms of unit labelling and the government's sensible drinking messages for some time," she said.
"And one of the great sadnesses is that patients often don't get a warning before serious liver damage sets in." Recent research by Mintel suggested more Britons drink alcohol than Germans or Spaniards.
Recent research by Mintel suggested more Britons drink alcohol than Germans or Spanish.
Their study also concluded that Britons were far more likely to drink at home than their counterparts in mainland Europe.Their study also concluded that Britons were far more likely to drink at home than their counterparts in mainland Europe.