Viewpoint: UK alcohol policy and market research: media debates and methodological differences
Chris HackleyRoyal Holloway, University of London
Over the past two decades, patterns of alcohol consumption in the UK have changed with a 'culture of intoxication' prevalent among rising numbers of young people (Szmigin et al. 2007). The UK Government's Safe, Sensible, Social(2007) policy document argues for a programme of research-based initiatives and 'social' marketing campaigns to change this culture by promoting 'sensible' drinking. Market, consumer and social researchers have an important role to play in this and other key public policy...