Gill, JanO'May, Fiona2018-06-292018-06-292006-01-14Gill, J. & O'May, F. (2006) Drink labelling and the 'Sensible Drinking' message; awareness and perceptions among supermarket shoppers in Scotland, British Medical Journal, vol. 332.https://eresearch.qmu.ac.uk/handle/20.500.12289/493Sir, Within the UK eleven years on from the publication of the 'Sensible drinking' guidelines1, the social repercussions from the abuse of alcohol remain a major issue. Several government-led initiatives have ensued. One, the labelling of drink cans and bottles has been adopted in varying degrees. Unit labelling was introduced to the UK in 1998 on a voluntary basis, two years ago the government encouraged drink producers to add a sensible drinking message to their labels2.article