Background Of The Study: Alcohol has a long history of use and misuse throughout recorded human history. Biblical, Egyptian and Babylonian sources record history of abuse and dependence on alcohol. In some ancient cultures alcohol was worshiped and in others its dependence was condemned. Excessive alcohol misuse and drunkenness were recognized as causing problems thousands of years ago. However, the defining of habitual drunkenness as it was then known as and its adverse consequences were not well established medically until the 18th century. World Health Organization’s European Charter on Alcohol states that “all children and adolescents have the right to grow up in an environment protected from the negative consequences of alcohol dependence, to the extent possible, from the promotion of alcoholic beverages” As per Erikson’s theory adolescents are in identity versus role confusion phase. They are still in teens and lacks maturity of thoughts and experience. She/he is not aware what is proper and improper and therefore is in danger of going on the wrong path. Youngsters like to experiment with a risky life without knowledge about long-term health dangers and risks. Alcohol marketing communications have a powerful effect on young people and come in many forms. These include traditional advertisements on television through ubiquitous ambient advertising to new media such as social network sites and viral campaigns. Wider implementation of policies is needed to save lives and reduce the health impact of harmful alcohol drinking, says a new report launched by WHO. Harmful use of alcohol results in the death of 2.5 million people annually, causes illness and injury to many more, and increasingly affects Younger generations and drinkers in developing countries. Globally, the world Health organisation has reported alcohol as one of the leading risk factors for morbidity and mortality world-wide, with approximately 1.8 million deaths annually, and representing a considerable economic problem for many communities around the world.
Mr. Sathish Thatikonda* (Wed,) studied this question.