Perceptions and actual levels of alcohol consumption amongst UK adults

The Living in Britain Survey 1995 (Office of National Statistics 1997) is i nvestigated to analyse the relationship between perceptions of alcohol cons umption, actual consumption levels and knowledge of government sensible dri nking guidelines amongst a representative sample of UK adults. Perceptions and actual levels of consumption are fairly well related. However, a minori ty of adults, approximately 15%, are "dissonant" about their consumption. T hey self-perceive themselves to be drinking "moderately" at most whilst act ually drinking at potentially harmful levels. A multinomial legit analysis reveals that dissonant individuals are more likely to be male rather than f emale, under the age of 35 rather than older, not living in family groups r ather than cohabiting with family members, high earners rather than lower e arners and employed rather than unemployed. The possible implications of th is finding, if confirmed and validated by further research, for future publ ic policy towards alcohol are discussed.