Adopting “moderate drinking”: challenges and ways forward

In this guest post, Dr Samanthika Gallage, an Assistant Professor in Marketing at Nottingham University Business School discusses recent research exploring the experiences of young people seeking to moderate or abstain from alcohol use.

In public discourse, moderate drinking is commonly used to describe drinking behaviour that is not regarded as ‘excessive’ or ‘binging’. While the term itself has no clear definition, it is often considered synonymous with terms such as ‘responsible’ or ‘sensible drinking’.

Again, whilst not clearly defined or used in public health, the idea of ‘responsible drinking’ may be seen as drinking which is not harmful to oneself or others, or in some cases, as following the recommend drinking guidelines. However, some argue that it is precisely because of the unspecified nature of responsible drinking, and its emphasis on personal responsibility, that industry affiliated groups often favour such terms.