Vanity stops Brit females from overdrinking
British women’s reputation as big drinkers has been challenged by a new poll, which found 73% of young women drink less than the recommended weekly allowance.
The survey by YouGov found that 73% of women aged 25 to 34 drink less than 14 units of alcohol a week, with 75% of 18 to 24-year-olds, and 79% of 35 to 44-year-olds, making the same claim of drinking within safe limits.
It seems this restraint may be partly fuelled by vanity, with 74% saying that they were ‘constantly aware’ of their appearance on nights out.
Another reason for female sobriety could be the influence of recent government advertisements that have emphasised the effects of alcohol on the appearance. The Government’s Drink Aware campaign highlighted alcohol‘s high calorie content, while the drinks company Martini has just launched ‘Stay Beautiful’, a low-alcohol range promoted by the actress Thandie Newton.
However, alcohol awareness campaigners have warned that while women may be sticking to their recommended weekly allowance, they could still be exceeding the two to three units a day limit, and thus binge drinking.
The average number of units consumed a week by women fell from 9.9 in 2007 to 7.7 in 2008.