Just under 1 in 5 looking to reduce alcohol consumption following Government announcement of new alcohol guidelines ... Future Thinking, Toluna

Guidelines issued by the Government on Friday 8th January 2016 state that men and women should consume no more than 14 units of alcohol per week. The guideline also state that people should have alcohol free days each week and avoid heavy drinking sessions.

The announcement reflects new medical advice highlighting links between alcohol and illnesses including, cancer and heart disease. The new 14 point limit is the point where there would appear to be an increased risk of dying from alcohol related issues.

Future Thinking, the business intelligence research consultancy and Toluna carried out a survey on 12th & 13th January and analysed the results of over 1800 respondents across the UK, asking whether the new advice would impact on their alcohol intake.