Alcohol misuse: tackling the UK epidemic - London

• The media has an important role to play in forming adolescents attitudes to nutrition,
exercise and substance misuse. There is scope to harness this potential and further regulate
its more harmful impact. In the light of the damaging effect alcohol has on the health of our
society and the rising levels of binge drinking among the young, the BMA has called for a ban
on the advertising of alcohol, as there is for cigarettes. In order to protect adolescents, the
BMA has also recommended that broadcasters adopt a more responsible approach towards
body image and healthy eating patterns.
• Messages to adolescents about healthy behaviour should be as consistent as possible. For
example, where bans on smoking exist they should be enforced. School environments must be
supportive in order to reinforce health education messages on nutrition, smoking and drinking.
• Parents, children and adolescents should be made aware of the importance of good nutrition
and exercise and should be equipped with the knowledge, skills and confidence necessary to
integrate these into their lives.
• When education is used to address smoking, drinking and drug use, it is important to
understand adolescents’ attitudes and to acknowledge the perceived benefits of these
behaviours. Peer education should be considered as part of health education strategies.
• Health education should help promote awareness about, and better attitudes towards mental
health problems.
• Mental health services must be equipped to deal with substance abuse.
• Screening should be considered for the detection of asymptomatic infections such as chlamydia.
Where sexual health screening exists, it should be accompanied by appropriate partner
notification, support and follow up.
• Adolescent parents should receive help and support to reduce any possible adverse outcomes of
teenage pregnancies.
British Medical Association Adolescent health 47