Straight from the school of stating the bleeding obvious, psychologists at London South Bank University have revealed that drinkers are, "much less likely to notice responsible drinking messages on posters displayed in a busy pub environment than in a plain and simple room."
That's right, let's just remind ourselves of that last bit again, "THAN IN A PLAIN AND SIMPLE ROOM."
The study was funded by - you've guessed it - Alcohol Research UK. I'd love to know how much money that revelation cost them.
By its own accounts the research project took 18-months and included over 100 volunteers, all kitted out with "state of the art eye-tracking technology."
You can access the entire study, inexplicably entitled Evaluating the interactive effects of responsible drinking messages and attentional bias on actual drinking behaviour and not A Total and Utter Waste of Time, which would at least be accurate, on Alcohol Research UK's website, should you have that kind of time on your hands.
At a time when drinking levels are down, binge drinking among young adults is falling and one in five UK adults are teetotal (all Office for National Statistics), you have to wonder what all this is supposed to achieve.
Particularly as the only logical conclusion to draw from this study in any case is that it is pointless putting responsible drinking messages in pubs. Surely the very opposite of what Alcohol Research UK would want?