UK alcohol policy and market research: media debates and methodological differences.

The article discusses media debates and methodological differences concerning alcohol policy and marketing research in Great Britain. The author states that alcohol consumption among young people in Great Britain has increased. He explains that this increase has brought about research-based initiatives and "social" marketing campaigns to change this consumption among the youth by promoting "sensible" drinking. The author states that researchers analysed the marketing environment for alcohol and then interviewed 106 individuals in the 18-24 age range in three regions of Great Britain. The media exposure their research gained is also discussed.