Alcohol CampaignTo Educate UK Consumers

June 2017

General Practitioners

Country of origin: UK

A campaign which aims to tell drinkers how many units are in their drinks and help them stick to their limits was launched recently. The Know Your Limits campaign - the biggest alcohol awareness campaign to date - kicks off its units strand with a series of adverts on TV, radio, billboards and in press, depicting the number of units in individual drinks.

The campaign uses iconic imagery to help people understand how many units are in typical alcoholic drinks, and how to stay within the recommended daily guidelines for regular drinking of 2-3 units a day for women, and 3-4 units a day for men. The campaign will also warn people about how regularly drinking too much can damage their health.

New YouGov poll results show that English drinkers don?t know exactly how much they are drinking. More than four out of five (82 per cent) claim to know what a unit of alcohol is, yet 77 per cent don?t know how many units are in a typical large glass of wine.

More than half (55 per cent) of those questioned thought a large glass of wine (ABV 12 per cent) would contain two units, when it actually contains three. More than a third (35 per cent) did not know that an average pint of beer (ABV 4 per cent) contains two units, while nearly three out of five (58 per cent) did not know a double gin and tonic also contains two units.

To help people add up the units in their drinks, the Government has launched a new online calculator that can be downloaded to their desktop.

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