Burki (2010) discussed possible causes for the increases in average consumption and emphasised the correlation between consumption and affordability (and availability) of alcohol, citing a report by the British Medical Association showing an increased affordability of alcohol in the UK between 1980 and 2006, and a parallel increase in per capita alcohol consumption of 1.5 1 during the same period of time. The trend towards increased consumption in young people is consistent with increased commercial pressures and the formulation of alcohol products expressly designed to appeal to younger drinkers. For instance, marketing practices have evolved over time and advertising for alcohol targeting the younger has been associated with fun, music, seduction, social success, self-confidence, and sports.