Even as the rates of alcoholics increase and as awareness campaigns fail to impress upon youngsters the dangers of abuse, researchers are moaning the millions of pounds that are being wasted on anti-drink campaigns.
Professor Isabelle Szmigin, from Birmingham University Business School, says that young people tend to ignore alcohol-related health warnings as short-term problems.
She revealed that the government did not understand that binge drinking was a way of life for many young people.
She said that alcohol was marketed as fun and positive, whereas health warnings about sensible drinking fail to make an impression on young people.
"Government warnings fail to understand the juxtaposition of the social context of drinking and the dangers of excessive alcohol," the Independent quoted her as saying.
"This is extremely dangerous because messages, which demonize alcohol at the expense of everything else, make young people switch off rather than switch on.
"The narrative presented by the drinks industry portrays drinking as fun, celebratory and social, which is something that young people can relate to.
"Only one of these counter messages makes any sense to young people, and that's because it engages with them on their terms," she added.