Under the influence of Geordie Shore?
FIVE areas in the North East are among the top 10 worst places for underage drinking in the UK.
Data for the past three years from Public Health England shows South Tyneside is the worst place in the country for under-18s needing hospital treatment for drinking too much, with almost 107 per 100,000 population hospitalised over three years.
Sunderland, North Tyneside, Gateshead and Stockton are also in the top 10.
Dr Jo Cranwell, from the University of Bath, has specifically researched Geordie Shore and says that in scenes with “real people who young viewers in particular relate to” viewers are exposed to “extreme levels of alcohol content including high levels of intoxication”.
She found that nearly 80% of scenes throughout season 11 of the MTV show featured alcohol.
Dr Cranwell said: “This all suggests Geordie Shore might be a risk factor and could be exacerbating serious problems -associated with binge drinking.”
Her fear is shared by Colin Shevill, of North East alcohol awareness charity Balance.
He said: “This northsouth burden of harm long pre-dates Geordie Shore, but it does highlight the way alcohol is glamorised in TV shows and through advertising.
“There is overwhelming evidence that exposure to alcohol marketing increases the risk.”
He also believes the Government must push up the current “pocket money prices” of booze, as has already happened in Scotland.
“It is still possible to buy a bottle of strong white cider with the same amount of alcohol as 22 shots of vodka for just £3.79 in England,” he said.
Rosanna O’Connor, director of drugs, alcohol and tobacco at Public Health England, said: “This is a top priority.”