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philcain

Compounding unfairness

January 10, 2024

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Enhance your alcohol intuition

January 10, 2024

Remoulding our intuitions about alcohol can deliver an enriched experience requiring less effort.

Over time we can shape our unconscious as well conscious thoughts, allowing us to start to align our intuitive ideas about alcohol with scientifically establish facts.

Replacing our existing intuitions about alcohol with more reliable ones can be incredibly rewarding, allowing us to make good decisions quickly with little effort.

The intuitive responses do not necessarily come easily and, in the case of alcohol, as in other areas, can require perseverance, creativity and a wider rethink to cement them in place.

Brain training
We typically only really learn to walk, talk, eat and interact as a standard elements of our growing up curriculum. Beyond that what we learning is less uniform.

It is only thanks to years of practice and the efforts of our parents and wider society that most of us can draw, read, write and drive a car with ease. It is all down to training.

In the right circumstances we can acquire intuitive knowledge of obscure things too, like magnetic fields, like fluid mechanics, Russian irregular verbs, mitochondria, plastering or plumbing.

After years of consistent practice we all tend to become effortless performers in something that is likely to be marvelled at by people who have not had such immersion.

Similar learning process can also enable us to acquire softer skills like social skills, public speaking, or even correcting our posture.

Liquid learning
We learn about things we ingest too, like food and drink, medicines and psychoactives, with alcohol the most common and potent.

Most of us learn about alcohol much as we do riding a bike, with almost no theory and a lot of trial and error.

The fatal flaw is that hearsay and our own perceptions cannot be relied on when trying to form an understanding of a psychoactive.

Drinking alcohol leaves the overwhelming impression it eases stress, trauma, sleep and social awkwardness, but really makes them worse.

Vast advertising budgets and our need to fit in make our false first-hand impressions the easiest takeaways.

This means we can often live for years with very strong but very inaccurate intuitions about alcohol which backfire on us.

Reshaping our intuition
The good news is, however, that intuitions around alcohol are learned and can be remoulded to conform to reality.

A solid base of scientific research can be used to reshape them, allowing us to see where alcohol’s immediate impressions are misleading.

We can change our lifestyles and start gathering new impressions, so forming new intuitions, perhaps by having days and months off.

Like all learning remoulding our alcohol intuition comes most easily when seen as creative process with rewards along the way and payoffs.

There are many such payoffs: avoiding mishaps and illness, lower costs, and improved relationships, memories, mood, cognition and resilience.

Remoulding our intuition can enrich our ideas, shedding inspiring new light on psychology, relationships, lifestyle, philosophy and social goals.

Why would we not attempt to enrich our lives in this way? ■

The personal story conundrum

January 10, 2024

As someone writing about alcohol I am often asked to tell my own story. I find it very difficult to know how to respond.

It is not that I don’t have one. I do. I even wrote it down once. But it is never the right moment to tell it.

Lived experiences make a huge contribution to the discussion around alcohol, giving us the insider perspectives we need.

The openness of Labour MPs Jonathan Ashcroft, Liam Byrne and Caroline Flint has had an enormous positive impact.

At the same time adding one’s own tale into the mix can, in some circumstances, have significant drawbacks.

Not being the story
Journalists of all kinds typically avoid talking about themselves because it obscures the broader stories they try to tell.

We would hardly tolerate a political journalist book-ending each piece with an update on which way they were leaning.

Like them, I typically cover stories involving many thousands of other people, not just me. I am just a tiny drop in this ocean.

Alcohol is odd too. There is no perfect amount of personal experience of it that make us more credible when talking about it.

Too much and some will think we are probably shaped by it. Too little and they will wonder if we can possibly know the subject.

Suffice it to say, I hope, I am somewhere in the middle, like most people, neither unaffected nor the most affected.

Researching my book shed new light my experiences, making me see them afresh, and of myself as part of a vast continuum.

This motivates me to listen to other people, and try to explore the research with imagination, empathy and critical thought.

Striking a balance
Hearing stories and ideas beyond our own experiences is a vital part in assembling the jigsaw puzzle of alcohol understanding.

That said, we can also often have good reason to keep our own experiences to ourselves. And we have every right to.

We all share things in some circumstances and not others, and the same is true here. It is up to us.

It was a decision I agonised over. While I could see some positives, I could also see downsides. Would it add or subtract value?

I concluded that telling my own story comes second to uncovering and telling stories beyond myself.

Journalists are by no means the only ones with circumstances not always wholly suited to telling their own stories.

So, if there is a story I would tell about my own alcohol experience in the hope it helps others, it is this one. ■

Alertness to commercial interests is an essential health defence

January 10, 2024

Acknowledging that the profit motive warps health information to generate sales can help us lead healthier, more rewarding lives, at lower risk and lower cost. 

Businesses large and small routinely seek to emphasise potential health benefits of their products and services while minimising or denying downsides outright. 

These one-sided stories are routinely retold uncritically in media coverage, ads, pharmacies, on labels and on the channels of online influencers.

Food, drink and supplement categories support rafts of flimsy studies to justify vague health claims. Alcohol’s was debunked for the umpteenth time this month.

To dismiss these claims is not to dismiss the products. They might bring us joy, relieve pain and make us feel better, just not a positive stepchange in our health or life expectancy. 

The benefit of scepticism is it stops us overcommitting to a product based on unrealistic expectations, perhaps with downsides and side effects, not least disappointment.

Rather than becoming a super-consumer to serve a business interest we can consume in ways that make us feel better. Our time and money can be used for other things.

There are around seven things we can do to improve our long term health which a huge range of foods, drinks and activities can help us achieve in enjoyable ways.

Making choices to serve ourselves

Real medicines have third-party verification based on large scale medical trials, and even then some wrong-uns slip through the net.

Beyond this any implication of a product offering big health benefits should be a red flag to us, with any studies cited highly unlikely to withstand serious scrutiny. 

Wellness influencers and media platforms are also iffy intermediaries, being largely funded by selling pricey supplements while promoting gurus with wares to sell.

This format is largely there to solve a revenue problem rather than address a health problem. We should not give uncredit to their most strikingly-positive health claims.

So too psychedelics and cannabis, which vested interest promote as health enhancing without robust health studies while, obviously, saying little about their risks.

Even austere practices like meditation have some rarely aired perils. The Dalai Lama himself was nonplussed to be told about them. 

Yoga, massage, meditation or practices like cold exposure might help us feel good but will not “supercharge our immune system”, as some of their proponents say they will.

Being wary of the way commercial interests warp the truth is tiresome, but it is also a way to make choices which are less costly, less risky and more rewarding, 

Industries’ main goal is revenue, whatever marketing category they might operate in, be it food, drink, health or wellness. Their health claims are not made to serve us. 

The most reliable working assumption is to disbelieve health claims from non-medical businesses. ■

Alcohol-free beer in the EU*

January 10, 2024

At 8.1% France had the EU’s highest percentage of its beer production, exports and imports which is alcohol-free last year, according to Eurostat. Germany, which produced three times as much beer, came a close second. Hungary and the Czech Republic pushed Spain, the EU’s second largest beer producer, down to fifth place in terms of alcohol-free share but was comfortably above the EU average 5.6%. Belgium, the bloc’s third biggest beer producer, failed to qualify because there are no alcohol-free beer production figures, as was also the case with Italy. The numbers were also lacking for the Netherlands. ■

Note: The role alcohol-free beer might have in alcohol harm is unclear. It might help in some ways and might contribute to problems in others. More research is needed. There’s a discussion here.

England’s absurd beer ad brings home need for regulation

January 10, 2024

The wisdom of making Euro 2024 a beer marketing bonanza should surely be questioned when alcohol deaths are still 30% above pre-pandemic levels in the UK and elsewhere.

Imagine a national football hero wreathed in heavenly light, carrying a holy relic to bless long ranks of beer cans as they emerge from a production line. “Bring it home!” our hero commands as the cans wheel past in obedient legions. 

The message is clear for anybody witnessing this unlikely tableau. Any true admirer of this man and supporter of the national team with which he played must procure some of these magical cans and imbibe their contents.

It is satire gone too far, surely? It would require a world in which quasi-religious imagery was used to manipulate people into consuming a health-harming psychoactive product while watching sportspeople in their prime.

Well, absurd yes, but it is 2024 when the bedrock of satire is what underpins reality. This is the storyline of the all-too-real Budweiser ad for Euro 2024 featuring Geoff Hurst, sole survivor of England’s 1966 World Cup winning team.

England may not get far in the tournament, but they can come home safe in the knowledge they are forever a team with one of the most ludicrous alcohol ads of 2024, bending England’s national football folklore into a commercial goal.

https://www.youtube.com/watch?v=fZf5KtPWaJ0
Budweiser’s quasi-religious beer ad

Sports watching is an alcohol marketing dream. The phases of boredom, anxiety, depression, frustration, sociability and euphoria it induces are all powerful cues for alcohol drinking. It may even help train us to feel we need alcohol to cope with emotions at other times.

Not walking alone
This is, of course, not the only alcohol ad doing the rounds during Euro 2023. TV viewers young and old are continually persuaded in any number of cunning ways to believe a few beers are an essential accessory to proper football viewing.

The alcohol industry boilerplate counter-message “drinking responsibly” does not stop the constant association building. And the example set by “real fans” at the matches does not help either, with some so assured of beer’s pivotal role in the football story they launch half-full beer cups at the players.

Euro 2024 is a beer industry bonanza, like all football tournaments. Advertising is a way of capitalising on the enormous buzz of activity around it, fuelling demand from existing beer drinkers and imprinting on new potential customers, like children and young people.

The idea alcohol companies might now or ever curtail their ads voluntarily is laughable. Alcohol companies are obliged to do what is allowed to enrich shareholders. The only way to curb a vector of incentivised harm is to have effective ad regulations. These are currently absent in most countries.

And ad regulation needs to cover alcohol-free brews which share their brand with an alcoholic beer. These are widely used to crowbar alcohol brands into sports coverage, like the upcoming Olympics. The subterfuge is obvious given the tiny share of alcohol-free sales.

Individual approach
No one of us is able to make these legal changes, which will take time. So all we can do in the meantime is protect ourselves and those around us as best we can. 

One way is to avoid being in alcohol soaked environments including our homes. Alcohol is simply not an essential part of playing sport, nor an essential part of watching it either. Alcohol, of course, played no part in Geoff Hurst’s hat trick of goals in 1966. There would have been no beer ads for TV viewers and lager would have been, perhaps, 1% of the beer market.

We might remind ourselves that one of the greatest players of the same era, Sir Stanley Matthews (pictured), didn’t drink. Meanwhile a crop of football stars including France’s Kylian Mbappé oppose alcohol promotions. Opting out is not easy and not currently possible if someone does not offer a religious reason, even though there are plenty of secular reasons.

We might also remind ourselves that alcohol blighted the lives of many of the best football players, like Diego Maradona, George Best and Paul Gascoigne, to name just three known to this very occasional football viewer. Did people watching the 1966 England match need beer to appreciate it. Would that not have dulled the experience rather than enhance it. 

We might also imagine that avoiding alcohol when watching football might be positive training for us. We can use it as a way to learn to ride a roller coaster of emotions without turning to alcohol to cope. Or we can at least see it as a way of reducing the risk of developing this common problem. 

And finally, perhaps, we might ask ourselves something: If we are unable to enjoy watching football without consuming alcohol then maybe we do not like the game? ■ 
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