Alcohol addiction is socially acceptable – Rehab expert warns

How often have you heard things like “It’s 5 o’clock somewhere” or “It’s wine o’clock!” exclaimed casually? Experts at Rehabs UK investigate how our attitudes towards booze make alcohol addiction invisible, until it’s impossible to ignore.

• 35% of Britons are defined as ‘binge drinkers’, the third highest of the countries in the OECD report.

• Exposure to alcohol advertising increases the likelihood of young people starting to drink and can lead to heavier drinking to those who already drink alcohol.

• According to a 2023 report by Public Health England, alcohol misuse contributes to over 7,000 deaths annually in England, with alcohol-related hospital admissions exceeding 350,000 cases each year.

Glorification of excessive alcohol use

Alcohol has always been about more than taste – there’s a reason why there are 3000 words for ‘drunk’ in English. Drinking for the effect of the alcohol is normalised, or even glorified, in all fibres of our society. We use alcohol to ‘unwind’ from a long day (“It’s wine o’clock!” or enjoying a nightcap), to feel more comfortable in social situations (liquid courage), to socialise (bottomless mimosas), to ‘let loose’ (weekend warriors), and to celebrate (champagne showers). Movies and TV shows are littered with boozy tropes such as signature drinks (shaken, not stirred), binge montages, and more. Drunk behaviour and hangovers are often portrayed as funny or even endearing.

Joking about the harmful effects of alcohol does not create alcoholics. However, it does make it harder for people to cut down on their alcohol use. In fact, drinking alcohol is so normalised that going sober is often seen as socially unacceptable. A poll of 1,000 UK Brits aged 18 to 60 years found that while six out of ten (61%) men are actively looking to cut down their alcohol intake 64% admit to having been sober-shamed by friends and family for their efforts. 

An empty wine bottle in the recycling every day

The fact that drinking excessively is so normalised makes it much harder to spot signs of alcoholism. “A lot of people drink. You go from the person that may have half a glass of wine at Christmas to the person that just can’t stop pouring it down their throat, and everyone in between.” says Rehabs UK founder and director Lester Morse. And that’s precisely what makes alcohol addiction so difficult to spot – the line between acceptable and harmful is different for everyone. You might see an empty wine bottle in the recycling every day, but it doesn’t raise concern because having a glass of wine after work is common. Those around may not notice, or they aren’t alarmed, simply because it’s become so normalised.

“You can be an alcoholic, but if the people around you are willing to accept that and not be bothered by it, then you could drink yourself to death, like many do.” Morse continues, “It’s shocking how many people actually die of liver disease in this country as a direct result of alcohol use. But most of them never had to go to treatment, never had to go to the doctors.”

This is compounded by the fact that many people struggling with addiction also deal with intense shame. “Addiction is sneaky. People who are addicted don’t want to be found out. They drink alone, hide their bottles, use cash so it won’t show up on the bank statements, they avoid the topic, change the subject, lie about their drinking, hide from the truth. They do anything to avoid being confronted with the reality that they should stop drinking.”

Signs of alcohol addiction

If you are worried that you or someone you know may be experiencing signs of alcohol addiction, Lester Morse advises looking out for some of the below symptoms:

• Secretive behaviour

• Increased amounts consumed

• Finding hidden bottles

• Increased frequency or consumption

• Sleeping at odd times

• Becoming increasingly aggressive

• Loss of memory

• Empty promises to stop

If you are concerned about yourself or a loved one, contact your GP or speak to Rehabs UK treatment advisors today.