Don't buy the hype

Ever notice how sometimes a few beers have a different effect than other times?

That's because there are a number of factors — other than the amount you drink — that influence how you react to alcohol, including how, when, where and why you drink.

Knowing the facts will help you stay in control. As a first step, it's smart to learn what drinking excessively means what the risks are and what is meant by "one standard drink of alcohol."

Drinking more than your body can handle can put you at risk of passing out, memory loss, impaired judgment, blackouts, vomiting, injury and — worst of all — alcohol overdose.

Alcohol overdose is serious. It happens when a person drinks too much, especially if it is consumed quickly. Because alcohol is a depressant, the brain reacts by slowing down many critical functions, including blood pressure, heart rate and breathing. In this situation, the brain tries to take care of us and sends a signal to the stomach to vomit and eliminate any unabsorbed alcohol. Drink enough and your heart and breathing can be slowed to the point of stopping.

A standard drink — it's probably less than you think

Your liver doesn't care what you drink. It can only process about one standard drink per hour. Each of these drinks contains the same amount and the same kind of alcohol, 13.6 grams of ethanol (pure alcohol).

Outsmart the Marketing

The alcohol industry is very good at marketing. They use all the techniques that other advertisers do to get you to buy their product. Like it or not, you are a target. But if you know the tricks, you can shut them down.

Alcohol advertisements glorify drinking by showing people enjoying popularity, attention and good times as a result of drinking. Do commercials ever show the negative results, including vomiting, headache, embarrassment and, even worse, alcohol overdose? No. Recognize that advertisers want drinking to look sexy in order to convince you to buy their product.

Did you know in Nova Scotia 1 out of every 3 people between ages 19 and 24 have been pushed or shoved by someone who has been drinking, and 32 per cent have been insulted or humiliated by someone who has been drinking? Maybe we're not as social when we're drinking as we thought.