The content of the site is all based around a marketing approach centred on “social norms”.
Rather than making people feel guilty, or giving them strict medical guidelines, we simply compare their drinking to what’s normal for others in their situation.
We hear a lot about over-drinking in society but the reality is that most people drink reasonable amounts.
By comparing you to what most people do, you quickly get to see if you are drinking more than others. Then, you are given “soft” suggestions for you, based on your result.
For example if you drink every day, we suggest introducing a dry day into your week.