Women are binge drinking more than ever – and advertising is making it worse

Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more Stay ahead of the curve with our weekly guide to the latest trends, fashion, relationships and more SIGN UP I would like to be emailed about offers, events and updates from The Independent. Alcohol sponsorship at sporting events is “self-regulated by the Portman Group, a group composed of alcoholic beverage producers, who seek to ensure that alcohol is promoted in a ‘socially responsible manner’.” But how is anybody expected to spend, sip or snack on anything “responsibly” when addiction narratives are handled irresponsibly, our mental health is on the decline, and we’re sold supposed self-soothers, shame-inducers and advertised aspirations, leaving many of us feeling “less than”? The UK is the only country where Dowsett Johnston’s book, Drink: The Intimate Relationship Between Women and Alcohol, was sold with the word “deadly” in place of “intimate” in the title. Anything that changes the way we feel.” open image in gallery Shows like ‘Keeping Up With the Kardashians’ use alcohol product placement “Marketers feed on this,” says King. Umairah Malik, clinical advice coordinator at the charity Beat, speaks of the importance of challenging the dangerous misconception that only white young women are affected by eating disorders: “That simply isn’t the case, and these misconceptions can lead to delays in getting the right treatment.” Meanwhile, more children drink in the UK than anywhere else; women’s drinking at all ages is increasing faster than men’s, and the physical effects are following suit.