Alcohol has often been considered a taboo topic, especially in a country like Singapore where there are certain religious restrictions and limitations to public alcohol consumption. Also, the kinds of lifestyles tagged to alcohol consumption are often negatively portrayed. Moreover, studies pointing out to alcohol’s potential health-detrimental effects have contributed to its negative public image – it has consistently been ranked among the top five risk factors for disease, disabilities and death worldwide (WHO, 2011a; Lim et al., 2012). Alcohol consumption, however, remains very prevalent in many societies including Singapore. A recent National Health Survey reports that approximately 47% or almost one in two Singaporeans consume alcohol, varying between occasional, frequent, and regular drinkers.
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