Britons are in denial over the impact that drinking too much has on their health, according to new research.
Just 12% of adults have worried about the effects of drinking too much on their health in the last three months, according to Legal & General.
Despite alcohol-related deaths almost doubling in the last 15 years, men and women are more concerned about lack of exercise and sleep and too much stress.
As part of the Health Uncovered Index, Legal & General asked 4,500 adults to identify their key health and welfare concerns during the last three months.
The research, which is now in its fourth phase, has shown a consistently low level of concern over the health impacts of drinking too much.
The key findings show that men are in denial over the extent of their drinking and young people are the biggest binge drinkers with 32% of men and 24% of women, aged between 16 and 24, admitting to excessive drinking.
University students are also prone to over-indulging because of easy access to cheap alcohol. According to the survey, full-time students appear to be very worried about the health effects of drinking too much, with 26% expressing a concern, compared to just 12% nationally.
Chris Rolland, from Legal & General, said: "With Christmas just around the corner, many Brits will be tempted to drink more alcohol - more frequently - over the coming weeks.
"The record levels of alcohol-related illnesses being reported in British hospitals and the low level of concern of drinking too much expressed by our research findings would suggest that there is a gap in Brits' understanding of the effect drinking too much can have on our health.
"Particularly at this time of year, a greater awareness of the recommended guidelines on sensible drinking - and the health implications if these limits are exceeded - may help bridge the gap."
