It has been revealed according to a recent study that the campaigns launched by alcohol companies for the purpose of fostering a sense of responsibility amongst the drinkers, are doing no good and there is need for better methods to make people realize that they must drink in their limits.

It’s almost like giving a person a gun and asking him to shoot only a few times. Why in the world would a person do that? When he/ she has a bottle full of alcohol to themselves, they will drink as much as they please, and not according to the ‘responsibility driven’ alcohol providers.

It can be said that these responsible drinking urges being made by the firms, are very vague and will be followed by only a very few people, for a limited period of time, giving out a social message against drinking would mean including the ill effects it does and why a person needs to b in his limits while boozing. There is need for more awareness campaigns that can explain what happens when a person gets addicted to it and how lives have been ruined due to alcohol and other drugs.

Another measure of bringing down the level of alcohol consumption in people is to bring down the availability and increase the prices. This shall automatically reduce the alcohol consumption of the average commoner, bringing about change at a larger pace and level.

"There is really no convincing evidence that responsible drinking campaigns have any effect at all”, said Professor Rob Poole from the Glyndwr University.