The study, commissioned by the Advertising Association, claims that social influence through networks of friends alone explains the rise in binge-drinking among some young people in the UK.
The research found clear differences in the drinking behaviour of friends of binge-drinkers compared with the drinking behaviour of friends of those who did not binge-drink.
Among binge-drinkers, 85% thought that most or all of their friends also binge-drink, compared with 41% for non-binge-drinkers. Conversely, only 3% of binge-drinkers said they have no or hardly any friends that binge-drink, compared with 22% of non-binge-drinkers.
Advertising Association chief executive Baroness Buscombe said: 'This research shows conclusively that the people around us are the key influences in terms of our relationship with alcohol, not alcohol advertising.'
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