1. © Ipsos MORI Measuring Drinkawares Impact Louise Park, Ipsos MORI 24 July 2013

2. © Ipsos MORI Drinkawares Long-term Key Performance Indicators Adults aged 18-24 Decrease the incidence of young adult drunkenness Positively change cultural/ social norms away from drunkenness to more responsible/ moderate drinking behaviour Adults aged 25-44 Decrease the number of 25-44 year olds drinking over the daily recommended guidelines Young people aged 10- 17 and their parents Increase the age of supervised and unsupervised first alcoholic drink to 15 years Decrease the percentage of parents giving alcohol to children under the age of 16 Young people aged 10- 17 and their parents Young adults aged 18- 24 Adults aged 25-44

3. © Ipsos MORI Brief methodology Online in 2011/ 2012 Sample representative of the UK population in terms of region, gender, age and social grade Fieldwork in November Young people aged 10-17 and their parents: 743 parents, of these 541 allowed their child aged 10-17 to be surveyed. A top-up sample of 10-17 year olds was invited to take part providing a total childrens sample of 754 Young adults aged 18-24: 507 respondents Adults aged 25-44: 743 respondents Face to face in 2009, 2010 and 2011

4. © Ipsos MORI Young people aged 10-17 and their parents

5. © Ipsos MORI Percentage of 11-17 year olds who have ever had an alcoholic drink 2009, 2010, 2011: GB face to face interviews with 11-17 year olds (522 in 2009, 471 in 2010, 433 in 2011). * 2012: 754 UK online interviews conducted among 11-17 year olds. Have you ever had an alcoholic drink, not just a sip?

6. © Ipsos MORI Age of first drink/ first unsupervised drink among all 11-17 year olds who have drunk a whole alcoholic drink *13.4 2009, 2010, 2011: GB face to face interviews with 11-17 year olds who have had a whole alcoholic drink (301 in 2009, 238 in 2010, 242 in 2011). * 2012: 353 UK online interviews conducted among 11-17 year olds who have had a whole alcoholic drink. How old were you when you had your FIRST alcoholic drink?

7. © Ipsos MORI How young people get alcohol and who they drink with 10-17 year olds who have drunk a whole alcoholic drink (353) The last time you were drinking alcohol, how did you get it? The last time you were drinking alcohol, who were you with?

8. © Ipsos MORI Parents own drinking habits All parents who drink alcohol at least once a week (459) Please indicate how many of the following you drink in a typical week? If you were being honest with yourself, which of the following statements best describes your drinking habits? Base: All parents who drink above the guidelines (228) I frequently drink quite a bit more than what is supposed to be safe I dont drink to excess but I probably drink a little more than is really good for me

9. © Ipsos MORI Young adults aged 18-24

10. © Ipsos MORI Binge drinking occasions over last seven days Please indicate how many of the following you drank on each of the last seven days ending yesterday? Binge drinking occasions in last week (Men >8 units in a day, Women >6 units in a day) Base: All who drink alcohol at least once a year November 2011 (427), November 2012 (453). No binge drinkingBinge drink more than onceBinge drink once 20112012 Similar level of binge drinking seen amongst 25-44 year olds

11. © Ipsos MORI Frequency of intentional drunkenness When you drink alcohol, how often, if ever, do you do so with the specific intention of getting drunk? Base: All respondents: November 2012 (453), November 2011 (235) respondents who drink alcohol at least once a year

12. © Ipsos MORI Attitudes towards drinking alcohol How much do you agree or disagree with the following statements? Base: All respondents: 2012 (497), 2011 (507) Agree (%)Disagree (%) 2011 2012 I dont need to get drunk to have a good night out Drinking gives me the confidence I need to meet people and make new friends 2011 2012 Base: All who drink alcohol at least once a year: 2012 (453), 2011 (427)

13. © Ipsos MORI Adoption of tools and tricks to control drinking and avoid getting too drunk How often, if at all, do you…? (% every time/most times they drink) Base: All respondents: November 2012 (291), November 2011 (235) respondents who drink alcohol at least weekly

14. © Ipsos MORI Attitudes towards drinking alcohol How much do you agree or disagree with the following statements? I think more about how much I drink nowadays than I used to I've seen quite a bit recently about the dangers of drinking too much 2011 2012 2011 2012 Base: All respondents: 2012 (497), 2011 (507) Agree (%)Disagree (%)

15. © Ipsos MORI Adults aged 25-44

16. © Ipsos MORI Awareness of measuring alcohol by units 2009, 2010, 2011: GB face to face interviews with 25-44 year olds (834 in 2009, 1,181 in 2010 and 577 in 2011). * 2012 743 UK online interviews conducted among 25-44 year olds. As you may or may not know, units of alcohol is the term used to describe how strong alcohol is. Before today, had you heard of the term units of alcohol?

17. © Ipsos MORI How many units of alcohol do you think is the daily guideline unit for a man and a woman? Awareness of safe guidelines (% who know correct limit) 2009, 2010, 2011: GB face to face interviews with 25-44 year olds (834 in 2009, 1,181 in 2010 and 577 in 2011). * 2012 743 UK online interviews conducted among 25-44 year olds.

18. © Ipsos MORI Unit intake in typical week Please indicate how many of the following you drink in a typical week? All who drink alcohol at least once a week (451)

19. © Ipsos MORI Own description of drinking habits If you were being honest with yourself, which of the following statements best describes your drinking habits? I am a sensible drinker and drink well within the accepted safe limits All respondents who drink at least once a year. Low-risk drinkers (454); increasing-risk drinkers(1164). I drink more of less within the limits of what is good for me I dont drink to excess but I probably drink a little more than is really good for me Increasing-risk drinkersLow-risk drinkers I frequently drink quite a bit more than what is supposed to be safe 22% of increasing risk drinkers think the health risks of drinking alcohol have been exaggerated

20. © Ipsos MORI Summary of key results Encouraging delay in the age of first alcoholic drink observed Barriers still exist to parents acting as effective role models High proportions continuing to drink with the specific intention of getting drunk The social element of drinking remains a strong influencing factor High awareness of the term units of alcohol but challenge remains in conveying daily unit guidelines Some reluctance to acknowledge the risks associated with drinking observed Young people aged 10-17 and their parents Young adults aged 18-24 Adults aged 25-44

21. © Ipsos MORI Ipsos MORI Public Health