Madam, - In his article on young people and binge drinking (Opinion & Analysis, March 23rd), Patrick Kenny argues that the promotion of "social norms" - which is aimed at correcting exaggerated perceptions about how much their peers drink on an average night out - has been highly successful in reducing heavy drinking by American students and therefore deserves to be tried out here in Ireland.
Having recently reviewed the research literature on this subject, in the context of the drafting and implementation of college alcohol policies in this country, I have to say that I disagree with this positive view of social norms marketing. The most authoritative and independent research that I have read suggests that this approach to problem prevention in third-level colleges in the USA has failed to make any positive impact on student drinking.
This research also highlights the fact - ignored by Patrick Kenny - that in the US these social norms programmes are most heavily promoted and almost entirely funded by the drinks industry. - Yours etc.,
Dr SHANE BUTLER, Addiction Research Centre, Trinity College, Dublin 2.