The only way to change our drinking culture is to de-glamourise it.

Just as smoking is now naff after years of concerted efforts, so too can we change social attitudes about excessive drinking.

This requires a multi-pronged approach. It is quite clear that just raising the cost of drinking does not solve the problem.

First, we could ban all alcohol advertising and sponsorship. This would make the booze barons scream, but the more they scream they more we can be sure such an approach would work. Of course there are issues of replacing sponsorship money, but they can be worked out.

Second, ban all ready-to-drink mixes. Again the booze barons are going to scream.

Third, crack down on drunken public behaviour.

Fourth, a public service advertising campaign is needed to teach young kids how to drink responsibly.

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