Teenage drinking has been seen as a "rite of passage" on the journey from adolescence to adulthood. We feel more comfortable defining their problematic consumption as the same as heavy drinking by adults, but just acquired a bit earlier. That way, everybody - consumer, advertising agency, manufacturer - stays happy. The Government, feigning outrage, heartily endorses the 30bn-a-year industry that employs more than a million people.
But the problem of excessive drinking among young people differs in nature from that of other generations, and therefore needs to be tackled in a different way. The reasons why young people drink are different, as are the places they choose to drink in and the way in which they drink.
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