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Leona Lewis Shows her Support for the World Society for the Protection of Animals

Top international singer Leona Lewis is backing the World Society for the Protection of Animals (WSPA) in a new campaign launched today.

In this exclusive video for the WSPA, filmed at a recent photo shoot at the Sony Music offices in London, Leona gives an insight into her new album, on the X Factor, and what the future holds for her, as well as pledging her support for the charity's 'Universal Declaration for Animal Welfare' campaign. She was joined by her family dog Misty for the photo shoot.

Leona calls on her supporters to join her in backing the Animals Matter campaign. Go to www.wspa.org.uk/leonalewis to join in and pledge your support.

The World Society for the Protection of Animals is the world’s largest alliance of animal welfare organisations.

 

 

 

So Television launches talent site

 

 

A team of talent producers at Graham Norton’s production company, So Television, have created an online talent search called Noostar.com.
Noostar is the new website for showcasing performers from around the world, giving upcoming stars the opportunity to become part of the world’s biggest talent show. By simply uploading videos of their chosen act, budding stars will be able to display their talents to be viewed by industry scouts and voted on by the community. The Noostar chart displays a weekly top ten of acts with the most votes.

www.noostar.com

*Age 16 and over

 

 

 

GET THE SMILE WITH COLGATE MAX WHITE

Colgate Max White blasts on to our shelves with a dazzling icy white burst. The addition to the Colgate Max family is infused with hundreds of white micro-crystals which dissolve as you brush, releasing a surge of whitening power to recharge the natural whiteness of your teeth, leaving you with a bright white smile.
This toothpaste sensation delivers your mouth with an intense burst of crystal mint flavour, providing you with dazzling fresh breath and total confidence throughout the day.
Tough on cavities, Colgate Max White gives you the assurance of healthy teeth and gums twinned with that rush of whitening power helping you ‘get the smile’.
Please visit www.colgate.co.uk for more information

 

 

New Report Reveals How First Jobbers Write In txt spk And Can’t Take A Phone Message
Government’s skills watchdog calls for schools, colleges and universities to teach basic ‘employability skills’

All publicly-funded education and training should help recession-proof young people by providing them with 'employability skills', according to a report published today by the government's skills policy watchdog, the UK Commission for Employment and Skills.

The report finds that although many schools, colleges and universities are preparing their students well for the workplace, provision is patchy and many employers have to spend time and money on new recruits to give them everyday skills, like answering a telephone correctly, or taking a message, how to write reports in English, rather than text-speak, or what a filing cabinet is for.

After decades of discussions around – and definitions of – employability skills, employers seem to be more worried than ever that many job candidates simply don’t have these skills.

 

 

 

 

NEW STUDY DISPELS ‘LAZY TEENS’ IMAGE

 

‘We want more to do’ say seven in ten teenagers

Poll results released today confirm that teenagers have had enough of being labelled as lazy and want the opportunity to do more positive things in their free time.

More than 3,500 16 to 19 year olds were quizzed as part of the nationwide Teen Talk survey. It was conducted on behalf of the Department for ChildrenSchools and Families (DCSF) by mobile network Blyk and is believed to be the largest ever SMS-based poll of teenagers’ free time habits.

It found that far from wanting to spend their evenings and weekends just hanging out, almost three quarters (72 per cent) of today’s teens would rather be involved in positive activities[1] such as football, dance, going to the gym, music and martial arts. Many teenagers are also keen to participate in youth groups and community volunteering.

However, nine in ten (90 per cent) of 16 to 19 year olds admitted spending much of their time hanging out at home or with friends due to a lack of opportunities in their local area. More than four in five said there is simply not enough to do where they live and would like to see more activities made available to them.

Hollyoaks star Kieron Richardson, character Ste Haye in the show, said: “It’s frustrating to see this country’s young people getting such a bad press all the time. The majority of teens want to use their free time constructively and it’s vital they are given the chance to do that.”

In addition, almost one in ten (8 per cent) already use their leisure time to take on part time jobs, with a further 16 per cent keen to do the same.

The Teen Talk survey forms part of Aiming High for Young People, the DCSF’s ten year strategy to increase young people’s participation in positive leisure time activities. This also includes a website - www.direct.gov.uk/getinvolved - where teenagers and parents can find out about events and activities happening in their local area.

DCSF Minister for Children, Young People and Families, Beverley Hughes, said:

“It’s extremely important that we listen to what teenagers themselves are saying. The Teen Talk survey did just that, and showed that the vast majority of young people want to use their free time constructively. This puts paid to the all-too-familiar portrayal of them as only being interested in hanging around on the streets or playing computer games."

“Through Aiming High for Young People and the work of the Youth Taskforce, we are investing a total of £679 million in creating opportunities for young people to follow their interests and get involved in positive activities at a time and place that suits them, like evenings, Friday and Saturday nights.”

One such initiative is the Youth Opportunity Fund (YOF) in which young people are given the opportunity to bid for and receive funding for projects in their local area.

An example is Bristol Parkour, a youth group who received £3,320 from the YOF in order to promote urban sport in Bristol and its surrounding areas. The group is currently working with Bristol City Council in order to teach safe, enjoyable urban sports to other young people.

A group in Blackley, Manchester have started a new craze in the city for pedal-powered machines that are modern relatives of "Bogies", the wheeled wagons made from old shopping trolley wheels and wooden boxes by youths in the 1980s and 1990s. The group - known as the “Blackley Champion Scout team” - applied for and received a £1,500 grant for the DCSF Youth Opportunity Fund to buy a human powered vehicle. Since then they have won a national championship at Silverstone, and have several star pedallers, including a number of girls who regularly beat boys of their age in the race track at the back of their scout hut. They are also planning to host the National Scoutcar Championships in 2010 in Manchester where there will be in excess 200-300 young members of the Scout Association competing against each other.

Linford Christie and Darren Campbell encourage London kids to follow their 2012 dream

Watch the Olympic gold medallists as they discuss getting kids into sports
Two of Britain’s top Olympic athletes, Linford Christie and Darren Campbell, have joined forces to help underprivileged kids get into sport.

The Street Athletics initiative was created four years ago by the two champions and aim is to build confidence and motivation in youngsters by taking part in a positive community sports event. The initiative this year has visited 14 cities in England, including 10 boroughs in London.
The search for the fastest youngsters in London culminated on Saturday. The winning London athletes will then go on to compete against other young athletes from across the UK in the U13, U15, U17 and U20 age categories at the grand final in two weeks time. Winners and runners up receive a one-year’s kit sponsorship with Reebok, as well as ongoing mentoring from both Linford and Darren.
The day also included music and dance performances from Heather Small and local London artists. Olympic gold medallist Christine Ohuruogu was also there to lend her support.

 

 

 

 

Start the new school term in style
Sure Girl – we know what makes you sweat

The first day back at school after a long, lazy summer can be enough to make you break into a sweat, let alone wondering whether you will have the best new bag, shoes and holiday romance stories to tell. Start your new term with confidence, safe in the knowledge that new Sure Girl anti-perspirant deodorant is on hand to keep you cool. Sure Girl is the first range of anti-perspirant deodorants designed specifically for teens, with longer lasting fragrances and 24hr protection it will keep you feeling fresh, confident and smelling great.
Available in a cute can which is perfect for a schoolbag, Sure Girl is available in three fragrances so whatever your style, one will suit you:

Tropical Power captures the freshness of summer, a mix of lush fruit, heady floral and rich woody notes, and will keep you daydreaming at your desk about your summer of fun and freedom

Fun Spirit is a zesty combination of pretty floral, sharp citrus and aromatic amber notes, perfect for those who never want play time to end.

Crazy Violet combines a refreshing fusion of crisp cucumber and ripe melon to create a light and clean scent that is perfect for feeling great after an afternoon on the sports field.
All three Sure Girl fragrances have been developed by top perfumer Ann Gottieb, creator of signature scents for Calvin Klein, Dior, Elizabeth Arden, Clinique and Clarins and come in a cute, funky can, just the right size for popping into your school or gym bag.

Sure Girl is a beauty essential and is available (RRP £1.75 for 100ml) from all major high-street chemists and supermarkets.
For more information visit www.bebo.com/weknowwhatmakesyousweat

 

Dame Kelly Holmes Goes Cross Country For Historic Celebration Of School Sport
Dame Kelly Holmes will be touring the country to mark the first ever National School Sport Week – a week-long celebration of PE and school sport across thousands of schools in England.

The government initiative, which is supported by Norwich Union, was launched in May by the Olympic champion and Prime Minister Gordon Brown. Teachers and pupils were encouraged to come up with innovative activities to help celebrate and raise awareness of all the good work taking place in PE and school sport across the country, and over the course of the week, it hopes to engage over three million school children – the largest number ever to get involved in PE and school sport at any one time.

 

 

Green Festival Survival Kit from Ecotopia.co.uk

With festival season almost upon us, Ecotopia.co.uk is launching its green survival kit to help festival goers reduce their carbon footprint at events. The kit which contains 10 essential items, costs £59.99 and includes everything you need to have a happy, healthy and eco friendly festival. All packaging for every item is either biodegradable or recyclable:

Freeloader Solar Charger

Freeloader is the portable solar powered charger that can power everything from phones to gaming machines to digital cameras and much more.

FreeLoader is an advanced portable charging system that can power any hand held device anywhere, anytime. Freeloader takes power from its solar panels or via a supplied charge cable that plugs into a computer’s USB.

Supplied in a tough but stylish aluminum body, Freeloader can take the knocks of every day life whether on a business trip in New York, backpacking in the Andes or chilling on at the V festival or Glastonbury.

Condomi Condoms
Totally biodegradable, all condomi condoms are free of animal derivatives and meet or surpass all global and domestic quality accreditations
The Freeplay Kito LED Lantern combines Freeplay technology with the reliability of LED illumination. Never worry about replacing batteries or bulbs again, or even charging from a wall. A 60 second wind provides one hour of illumination - the more you wind the longer it shines.
Badger Tangerine Breeze Lip & Body Balm

With its blend of essential oils, this fruity scented balm from Badger can be used to sooth and moisturise your skin and lips, making it the perfect all purpose product to keep with you at all times.

Soothe and smooth skin with this beautifully scented balm
Can be used on body and lips
Natural and botanical ingredients
Packaged in a cute, quirky tin to carry with you wherever you go
Kingfisher Toothpaste

It's especially suitable for children, vegetarians, homeopathic users (shame some of you can't touch the mint), vegans, Halal, and some kosher diets and people who want good healthy teeth.

Kingfisher is approved by the British Dental Health Foundation - approval doesn't come any better than that.

Preserve 100% Recycled Toothbrush
Recycled Plastic Adult Toothbrush – Medium
Tushies Baby Wipes
Put off buy the festival showers? Or maybe too busy having fun to wait in a queue. Keep clean and fresh, even in the sweatiest of conditions with our Tushies Baby wipes. These natural formula wipes contain Aloe Vera, Vitamin E, is hypoallergenic and alcohol-free. Each wipe is thick and comfortably soft. The natural cleansing lotion will moisturize and soften your skin and are biodegradable. Contains 80 wipes.
Degradable Refuse Sacks
At the end of your festival experience, clean up your living area with our 100% degradable refuse sacks will degrade to just CO2 and water after its useful life.
Natracare Organic Feminine Wipes
For everyday freshness, during your period, or when traveling, Natracare certified Organic Cotton natural wipes, enriched with Calendula and Chamomile are gentle for cleansing delicate skin because we only use ingredients derived from plants and never use the harsh chemicals and damaging preservatives used in everyday wipes.
Toms of Maine Deodorant
Wood spice Gentle Deodorant is created specifically for people with sensitive skin. A combination of sage extract and lemongrass oil is used as odour-fighting botanicals and only mild fragrances are chosen.
Creator of the Survival Pack, Miles Owen, says
“We have developed this pack among growing concerns about the impact that festivals can have on the environment, fears that have led to wide-scale interest from organisers and visitors in various methods to reduce the 'ecological footprint' they leave.
Many festival organisers are already pursuing green policies, including sustainable forest projects to offset carbon monoxide output, recycling initiatives and compost toilet systems but by using these green survival packs, each individual festival goer can make a difference.”

 

 

Olympic hopefuls on camp with Dame Kelly Holmes

Promising young athletes selected for the double Olympic champion’s ‘on camp with Kelly’ initiative

30 promising young athletes from across the UK have been personally selected by Dame Kelly Holmes to attend an intensive ten-day camp held at LoughboroughUniversity this week. The runners will each receive elite training and advice from the double Olympic gold medallist herself, in the hope that they too may go on to become the UK’s future Olympic stars.

‘On Camp with Kelly’ is a mentoring and training scheme, giving middle distance runners the opportunity to learn and benefit from Dame Kelly’s own knowledge and experiences as a world-class athlete. The scheme, which the Olympic champion began in 2004, was originally developed for promising female athletes – but now for the first time has also been expanded to include male athletes as well

 

GO GLAMPING

With Brand New Camping Range Set For Festival Season
www.hedkandi.com/camping

Hed Kandi has long been a staple of the UK and international club scene but the last few years have seen the iconic music brand branch out with some bold and brilliant associations, most notably with Monarch for the hugely successful *FlyKandi initiative. Now, as festival season approaches Hed Kandi have joined forces with Millets to create a sleek and stylish camping range perfect for hitting the fields this summer.

Available in store from April the Hed Kandi Boudoir tent for two (£59.99) is everything you would expect from the style connoisseurs. Its quick pop-up assembly means minimum effort and maximum fun while the gold embossed flysheet won’t fail to get you noticed.

When your feet are blistered and you can’t keep your eyes open any longer you can get your beauty sleep in the Hed Kandi Snuggle bag (£29.99). The soft touch sleeping bag can be used alone for a much-needed disco nap or zipped into another one for an intimate and romantic night beneath the stars.

Complete your Kandi camping collection with the Hed Kandi Sun Seat (£19.99). The perfect assist for those hazy days and balmy nights, prop it up by the campfire or sit back and relax, drinks on ice and enjoy the festival from the comfort of your handy kandi sun seat.

Fully completing the experience the music experts will be giving you 5 free MP3 downloads with your purchase, to warm you up for a summer of music. To claim your downloads just log on to (insert web address) and input your personal purchase code – it’s that easy.

Combining the chic luxury of Hed Kandi with the practical durability of Millets is a winning combination for music lovers and style conscious clubbers the world over. Whether you’re heading to the festivals this summer or just camping with friends this is the perfect solution to hassle free luxury.

The Hed Kandi range is available at Millets store or buy online at www.millets.co.uk.

 

 

 

DSA Driving Theory DVD Game

Driving Standards Agency

RRP £19.99

The DSA Driving Theory DVD Game is an innovative, interactive DVD product from the Driving Standards Agency (DSA), presented by Fifth Gear presenter Vicki Butler-Henderson. Perfect for learner drivers, it includes an interactive version of the No.1 best-selling Official DSA Theory Test for Car Drivers and makes learning fun, with games you can play against your friends and family. It contains the updated bank of car theory test questions for 2007/08.

The product:

· Is a fun and educational way for learners to gain a more thorough understanding of driving theory

· Provides an interactive game element via the remote control for 2-4 players. You can enter into competition against friends and family - topics include traffic signs and hazard perception

· Includes sections such as a ‘Mock test’ function with all 2007/08 car theory test questions, and ‘Revise a topic’ covering all 14 of the topic areas examined in the theory test

· Is presented by Fifth Gear presenter Vicki Butler-Henderson

· Has bonus features including a Hazard Perception Test ‘taster’

· Includes a professional voice-over option for those with dyslexia and reading difficulties

· Features a competition to win a car

 

 

 

TATTITUDES

Britain's Teens are Underage Inkers..

Many use their skin as a canvass for modern day artwork, with fantastic results. But with almost a quarter of Brits getting tattooed under the legal age of 18, young lawbreakers are rebelling against the system and getting inked illegally.

This worrying statistic comes to light after Discovery Real Rime commissioned The Ink Report, the most extensive survey to date on Brits' attitudes towards tattooing.

Marking the launch of tattoo show LA Ink, which stars celebrity tattooist Kat Von D, the results also reveal that 36% of 16-24 year olds already regret their tattoo and a quarter of them think they'll regret it when they're older.

Louis Molloy, professional tattoo artist and personal tattooist to David Beckham, says, "I always ask the client for ID, if I?m not sure of their age - it's imperative I don't break the law. But equally important is that a person chooses a design which they will live with for life; it's unlikely at 16 or 17 years old you'll be able to make that decision."

Louis also adds: "I would suggest that the legal age for getting a tattoo is raised to 21 years old. At that age, you?d expect them to be slightly more mature"

LA Ink premieres on Discovery Real Time this Sunday 11th November at 9pm.

The Ink Report analyses the nation's attitudes towards tattooing and discovers how the British public perceives tattoos, with some surprising results:

A tattoo is for life
1 in 3 people who have a tattoo regret it
A 1/3 of people believe they will regret their tattoos when they are older
40% of people choose their tattoo on its design only, suggesting style over sentiment

Girl Power
A sixth of women have tattoos compared to only 1 in 10 men
3 times as many women get a tattoo to commemorate their newfound freedom than men - women make a permanent mark of freedom with 1 in 8 inking important life moments
Men are 5 times more likely than women to link lack of intelligence to tattoos
Law breakers, freedom fighters and self-harmers
Over 1 in 5 aged between 45-54 years old commemorate newfound freedom with a tattoo
A ¼ of people are law breakers - getting their first tattoo under the age of 18
16-24 year olds are four times more likely then 55+ year olds to view tattoos as art
1 in 10 55+ year olds think that tattoos are a form of self harm
Ink Nation
Across the country attitudes towards tattoos vary greatly:

The Welsh are Britain's most tattooed - 1 in 5 have a tattoo
The Irish are the least likely to have a tattoo, with only 1 in 10 having one - and when they do get a tattoo the Irish regret it the most (50%)
People from the Midlands love their tattoos with 83% loving their body art
10% of Scots think tattoos are a form of self harm
Employment

34% of people who work in human resources have a tattoo
People working in human resources and retail love their tattoos the most, 83%
Sales, media and marketing is the only industry that get a tattoo done in the style of a celebrity - maybe this is why they (72%) regret them so much?!
Almost half of people in the legal profession think that tattoos look common - only 7% have a tattoo
LA Ink launches on Discovery Real Time on Sunday 11th November at 9pm

 

 

 

The best just got better!

Focus Multimedia, the UK’s market leader in driving test software*, has unveiled its newest release which is once again bigger and better than ever!

This summer’s most highly anticipated release contains everything the learner driver could possibly need to pass their test first time…or their money back†. Overflowing with exciting new features and essential data updates, Driving Test Success ALL TESTS 07/08 is set for yet another year in pole position.

As from the 3rd September 2007 onwards, the Driving Standards Agency (DSA) is making the Theory Test even harder for learner drivers and motorcyclists. Already an expensive process, the number of questions is to increase from 35 to 50, and the Theory Test fee will also rise from £21.50 to £28.50, so practice is crucial.

Taking this into account, Driving Test Success ALL TESTS 07/08 has been fully updated in line with ALL the DSA changes, so learners can be assured that they have all the revision tools they need to pass the new style test.

There are so many new and exciting features to shout about, but here’s just a taster to get you started:
• A brand new user interface
• The new OFFICIAL DSA Theory test Question Bank
• Over 200 brand new hazard perception video clips shot from outside the car just like the real test
• 15 carefully designed pre-set mock Hazard Perception Tests
• Plus much more!

Focus Multimedia understands the importance of providing pupils with revision methods that fit in with today’s busy lifestyles. The new ‘Learn on the Go’ feature allows pupils to practice OFFICIAL DSA questions and answers any time, anywhere using their iPod® or other portable media player. Simply select one of the pre-created papers then transfer the MP3 audio files to your portable media player…it’s that easy!

The Driving Test Success brand has been the best-selling driving test software brand since 1997, selling over 2 million units to date. Driving Test Success is the only driving software that is constantly being recommended by driving schools nationwide as well as being endorsed by the leading driving instructor associations, the DIA, MSA and supporting THINK! Road Safety.

Craig Johnson, managing director of Focus Multimedia, commented: “A great deal of time and effort has gone into producing what we believe is the ultimate driving test product. Driving Test Success ALL TESTS 07/08 is packed with essential revision tools ensuring that our customers are getting the best value for money and that Driving Test Success remains the number one choice for learner drivers.”

Driving Test Success ALL TESTS 07/08 is on sale from July 23rd 2007 for the suggested retail price of £9.99 including VAT.

 

 

Jansport's Recourse brings your Hi-Fi to the picnic

Only JanSport, the leader in modern backpack and luggage technology, could introduce a product that combines the
efficiency of a regular backpack with the portability of a home mini hi-fi system. The JanSport Recourse is one such item,
providing consumers with the perfect blend of functionality and technology in a stylish and easy to use backpack.
The highlight of the Recourse is its audio port and front speakers, which pump out mega watts of music power direct from any MP3 player. There,is also a volume wheel located on the strap. The Recourse stands up freely when opened, meaning it can be placed on any picnic rug at the beach, in the park, anywhere!
Of course it’s not just an audio player. In tandem with the audio technology, the Recourse features a thermo compartment with side access and bottle opener, perfect for keeping that bottle of wine, thermos flask or juice at
the right temperature. The Recourse also has plenty of space for storage, with a zipped front compartment and organiser, as well as a large main zipped compartment. It’s easy to carry too, thanks to the comfort padded
back and AirCoreTM straps.
Available now in blue floral, pink floral and black colourways, the JanSport Recourse is the perfect way to get ready to days outdoors this spring.

www.jansport.com

 

 

 

 

Surf's Up with Mandmdirect.com

Mandmdirect.com the UK’s number one online discount fashion and sports retailer, has all the beach essentials you
need this summer! With up to 75 per cent off leading brands, Mandmdirect.com is your one-stop-summer-shop!
Whether it’s that all-important bikini, the latest shades, or a stylish pair of board shorts, mandmdirect.com can provide you with whatyou need. Every aspect of the summer is catered for, including:
• Animal Goldstone Stripe Top
• Henley men’s sleeveless hoody
• Golddigga bikini
• Miss Sixty sunglasses
• Quiksilver K1 vest
• Peter Werth men’s cargo shorts
• And hundreds more items!!!
About mandmdirect.com
Mandmdirect.com is the UK’s leading online and catalogue retailer, bringing big brands at bargain prices to a computer or letterbox near you! Founded 20 years ago, mandmdirect.com has been supplying customers with fantastic products at prices that no high street store can dare to compete with.
At mandmdirect.com, you will find brand fashion, sportswear, sports equipment, outdoors clothing and accessories for men, women and children from more than 200 top brands – all at astonishingly low prices with discounts of up to 75% on RRP.
With top buyers who can spot a good purchase a mile off, stock that is updated every hour and with no expensive stores
to run, it means that all these great deals can be passed on to the mandmdirect.com shopper and that every day brings a
new deal.

 

 

 

 

Teenage mood swing hormone found

Teenage mood swings are known to be down to hormones, but scientists claim they have identified the specific one that makes adolescents so volatile.
A team from the State University of New York identified a hormone which normally acts to calm anxiety, but the effect is reversed in adolescence.

Writing in Nature Neuroscience, the researchers say it may be possible to reverse the puberty effect.

And they add the study should help parents and teachers understand teens.

A hormone called THP is normally released in response to stress.

It usually behaves like a tranquiliser, acting at sites in the brain that calm brain activity and, in adults and pre-pubescent children, helps someone cope with stress.

But a mouse study by the New York team shows THP actually increases anxiety at puberty.
They found that the target for the hormone, a specific receptor, is more prevalent in the part of the brain which regulates emotion during puberty.

This appears to reverse the normal calming effect.

Dr Sheryl Smith, who led the study says it is so far unclear why this happens, but she suggests it is because of the action of all the other hormones which come into play at puberty.

Dr Smith and her team were able to genetically alter the receptor to reverse the puberty effect.

She said it might also be possible to block the effect of the hormone.

But Dr Smith said more research was needed before that was possible, and a more immediate benefit of the research might be to help parents and teachers understand what teenagers were going through.

"This research has revealed that there is a biological basis for a teenager's mood swings.

"They can be frustrating for parents and teachers - as well as the adolescents.

"As adults, we just deal with things, but it is harder for teenagers because of their biology. I think it's important for people to know that."

Source: BBC News

 

Shows 'encourage teen drinking'

Teenagers may be encouraged to drink more because television soap operas are "awash with alcohol", according to a survey published in The Food Magazine.
It reveals alcohol, shown in background scenes or being consumed by characters, accounts for considerable screen time.

Alcohol featured in 18% of scenes shown during Hollyoaks, in more than 17% in Coronation Street and 16% in Emmerdale.

Study author Cally Matthews said there was a real danger teenagers could be desensitised to the dangers of alcohol.

"Soap shows are awash with scenes showing alcohol being consumed as part of a seemingly healthy lifestyle and appearing as a normal part of everyday life," she said.

"There is a real danger that this naturalisation of alcohol consumption may desensitise teenagers to the dangers of excessive alcohol consumption."
EastEnders fared little better in the survey, with alcohol shown in 16% of scenes. Home and Away was the exception, with alcohol limited to 6.7% of screen time.

During the two-week survey period alcohol appeared as the most dominant food group in Hollyoaks, appearing in almost 40% of background scenes.
The Channel 4 soap claims it is the UK's most watched teenage drama serial and it is televised from Monday to Friday at 1830 GMT, immediately after the Simpsons.

The survey's case was questioned by the makers of Hollyoaks, who said the show's editorial team act responsibly to ensure the negative consequences of drinking alcohol are shown.

"For example, if an underage character is shown drinking then the act is followed by a negative consequence, such as the character being sick or being severely reprimanded by a parental figure," said a Channel 4 spokeswoman.

"This is in accordance with guidelines set up by broadcasting regulatory bodies and in keeping with the tone of the show," she added.

But the charity Alcohol Concern believes that TV soaps present a one-dimensional view of drinking.

"The message that comes across in these programmes is that drinking and getting drunk is risk-free," said a spokeswoman.

"Television soaps are prime-time viewing for young people.

"We would like to see screen writers introducing many more episodes about the true impact of alcohol on the community - not just the pleasurable, glamorous side of it."

The survey data is backed up by other studies, including one from Alcohol Concern.

Their report - The Portrayal of Alcohol and Alcohol Consumption in Television News and Drama Programmes (Hansen 2003) - surveyed soap opera content over several weeks.

It found that, on average, there were seven drinking scenes every hour, with alcohol used primarily for celebrations and as an aid to romance.

The study also found there was a tendency on the part of soap operas to portray potential problem drinkers in a humorous and light-hearted way, though it found no explicit portrayal of alcoholism.
Source: BBC News