The alcohol strategy is a once-in-a-generation opportunity to change Britain for the better. If we waste it with ineffective "industry partnerships" and voluntary codes we should not delude ourselves that local public health initiatives can have any effect. Strong central action on pricing is essential, combined with the ability to introduce locally relevant measures on availability and treatment.
Intoxicated people have much greater control over their behavior than generally recognized. For example, in those societies in which people don't believe that alcohol causes disinhibition, intoxication never leads to unacceptable behavior.
Research in the US has found that when males are falsely led to believe that they have been drinking alcohol, they tend to become more aggressive. And when men and women falsely believe that they have been drinking alcohol, they experience greater sexual arousal when watching erotica.