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Individuals concerned about their life insurance prospects because of alcohol or drug problems may be interested in the latest investigation into the UK’s anti-drinking advertisement campaigns.

According to researchers from a range of universities across the country, such campaigns may be "misconceived" as a result of playing on drinking tales used by young people to define their social identity.

"Extreme inebriation is often seen as a source of personal esteem and social affirmation amongst young people," confirmed Professor Christine Griffin from the University of Bath, who led the three-year study.

She pointed out that although many adverts illustrate that being very drunk with friends carries a penalty of social disapproval, for many youngsters the opposite is true.

"Not only does being in a friendship group legitimise being very drunk - being the subject of an extreme drinking story can raise esteem within the group," added the professor.

Her team’s research, which was funded by the Economic and Social Research Council, involved in-depth interviews with 94 young people in three UK regions over three years.

They concluded that a "radical re-thinking" of national alcohol policy is required, taking account of the social character of alcohol consumption and its identity implications for young people.

The Insurance Helpline specialises in obtaining cover for people with alcohol or drug addiction

Obesity has become a "growing risk factor" for pregnant women, it has emerged.

A new report entitled the Confidential Enquiry into Maternal and Child Health (CEMACH) revealed that out of 295 women who died of pregnancy-related conditions in the UK between 2003 and 2005, half were obese and 15 per cent were classed as extremely so.

"Obesity is fast emerging as the public health issue of our generation and its impact on maternity must be taken seriously," confirmed Professor Sabaratnam Arulkumaran, president of the Royal College of Obstetricians and Gynaecologists.

Gwyneth Lewis, CEMACH director, added: "Healthy mothers have healthier pregnancies and healthier babies.

"The fact that more than half of the women who died were obese or overweight, and that preventable causes of cardiac disease were the leading cause of death, shows that strong public health messages are needed both before and during pregnancy."

Adding to national concerns about an impending obesity epidemic, the CEMACH follows a recent review of public health which revealed that England has the highest levels of obesity in Europe.

The Department of Health’s report indicated that diabetes and alcohol-related hospital admissions and deaths from chronic liver disease are also on the up.

The Insurance Helpline specialises in obtaining cover for people living with obesity, diabetes and alcohol problems

In a move welcomed by people with insurance difficulties because of alcohol-related problems, the government has been urged to do more to prevent the rise in alcohol-related diseases.

Bringing together 24 organisations whose mission is to reduce the damage caused to health by alcohol misuse, the Alcohol Health Alliance UK aims to draw attention to rising levels of alcohol-related health harm.

Armed with evidence-based solutions to reduce such harm, the alliance put forward its ultimate goal of influencing decision makers to take positive action to address the damage caused by alcohol misuse.

"Alcohol misuse not only affects people’s physical heath," commented Dr Mike Farrell, chair of the addictions faculty at the Royal College of Psychiatrists which is one of the 24 organisations in an alliance featuring medical bodies, patient representatives and alcohol health campaigners.

"There is a strong link between heavy drinking and mental health problems, in particular depression and self-harm," continued Dr Farrell.

Alcoholic liver cirrhosis has increased by 95 per cent in the UK since 2000, while overall alcohol-related deaths have increased by 18 per cent from the period between 2002 and 2005.

According to the Alcohol Health Alliance UK, more people die from alcohol-related causes than from breast cancer, cervical cancer and MRSA combined.

The Insurance Helpline specialises in obtaining cover for people with alcohol-related conditions and mental health problems

Excessive consumption of alcohol can not only negatively affect your life, it can make it difficult or expensive to get insurance.

Kevin Carr, head of protection strategy at LifeSearch, told the Health Insurance magazine that several insurers are beginning to take a stricter approach to alcohol consumption.

One major insurer is reported to be declining insurance cover for those drinking over 40 units of alcohol every week.

Other insurers may load premiums by between 50 and 100 per cent.

Norwich Union has confirmed it may load the premiums of 40-years-old plus men who drink over 50 units of alcohol per week and 40-plus females who drink over 35 units each week.

Mr Carr noted that "alcohol consumption is very difficult to measure - it is not like smoking where you either do or you don’t".

"If people put down an honest consumption of, say, 30 units a week and then get quoted higher premiums, it could encourage people to lie about their alcohol intake," he added.

The Insurance Helpline specialises in obtaining cover for people living with alcohol addiction.