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BII claims more education is needed to change binge drinking behaviour
John McNamara, the chief executive of the British Institute of Innkeeping (BII), has claimed that the new Home Office poster campaign aimed at tackling drunken and offensive misbehaviour will do little to change “the current social trend towards binge drinking” as it is aimed at a minority element of irresponsible drinkers.
On 15 November, the government revealed a selection of strong poster images in the run-up to the change in UK licensing law on 24 November. These included vomit in the shape of £80 on a pavement – what offenders would be liable to pay as an on-the-spot fine – while another showed a man urinating a stream of cash down a drain.
McNamara said that, while the poster campaign placed responsibility onto the real offenders of drunk and disorderly behaviour, the campaign was only aimed at a minority, as millions of people drink in a responsible manner throughout Britain’s towns and cities.
“We believe it takes more than posters to change the current social trend towards binge drinking,” said McNamara. “More education and social awareness of the issues would help change behaviour. It took a generation to make drinking and driving unacceptable action and most of that was achieved through positive education.”
The BII is the professional body for the licensed retail sector and has more than 17,500 members. Details: www.homeoffice.gov.uk
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