When Young People Now teamed up with the Office of the Children's Commissioner to investigate young people's drinking habits, the findings provided cause for concern.

Research commissioned from pollsters Ipsos Mori suggests three out of four young people have drunk illegally, up from 43 per cent in 2002. One in five admits to drinking regularly (see p8).

It was surprising to find underage drinking more prevalent among young people from relatively affluent, White families - often in rural areas - where both parents are working. Girls start drinking regularly later, but by the time they are 14 or 15 their alcohol intake outstrips boys.

Young people most likely to drink come from families where parents are more accepting of alcohol. Almost three out of four 11- to 16-year-olds said their parents know they drink alcohol, even though legally they aren't meant to do so without their parents' permission.

The England cricket captain appeared on the BBC at lunchtime during the football World Cup having obviously taken full advantage of the corporate hospitality. It was all very amusing, especially for presenter Gary Lineker.

But what message did it send out to the many young people watching?

There is a different attitude to alcohol in the UK than in other countries.

Imagine the collective hangover that would have afflicted the nation had England won the World Cup rather than Italy. Yes, young people are exposed to alcohol early in many European countries, but the context is different.

Drink is likely to be consumed with a meal and taken in moderation.

Andrew Flintoff seems a lovely fella, and is undoubtedly an incredibly talented cricketer. But his actions have big implications for the young people who idolise him. It subconsciously shapes their attitudes to alcohol and what is considered "cool".

Young people in the UK say they drink to relieve stress, because they have nothing to do, because of peer pressure and because it is seen as the "done thing" (see p16).

As Action on Addiction's Lesley King-Lewis says, we need "healthy, cool" role models to transmit the message that heavy drinking isn't good (see p9). Youth workers have a role to play, but it needs reinforcing by wider society, parents and teachers.