Alcohol is the most dangerous drug in Malta because it ruins the lives of a large number of families and is usually underestimated because it is legal, Joe Gerada, Sedqa CEO said yesterday.
Around 50 people die every year as a direct effect of alcohol but this is not reported in the news, whereas one heroin victim makes the front page, he said.
Mr Gerada was speaking at the launch of Sedqa's new campaign against recreational drug and alcohol abuse.
The launch was held at City Gate, Valletta yesterday to mark the International Day against Drug Abuse and Illicit Trafficking.
The event featured a number of young people who participated in break-dancing, animation, judo and stilt-walking to symbolise the campaign's message that young people can have fun without drugs.
Operations Officer Jean Claude Cardona said the new adverts aimed to show the immediate effects of alcohol abuse including vomiting and getting into dangerous situations.
"The cartoon format tones down the level of shock treatment, but still drives the message home that drinking irresponsibly is dangerous, not cool," he said.
Among the young people participating at the launch was Christian Scerri, the leader of the break-dancers, who trains over 90 young people. He explained that he and his friends go to Paceville to dance till they drop and prefer to drink energy drinks than alcoholic beverages.
Mr Cardona said Sedqa promoted activities like judo and break-dancing to give young people an alternative to drinking and taking drugs.
He added that training courses are also being organised to teach young people how to make "mocktails" (non-alcoholic cocktails) in order to use peer pressure against alcohol abuse.
Mr Cardona blamed the increase in substance abuse on a "hedonistic culture" he said was prevalent in Malta. He claimed heftier taxes and harsher laws would reduce the abuse.
But as with other European countries, statistics have shown an increase in alcohol and drug consumption, according to Mr Gerada.
He said it is not only Sedqa who should create awareness but it is also the responsibility of parents and the educational institutions.
Sedqa called for the legal drinking age to be moved from 16 to 18, and for TV and radio advertising to be limited even more than it already is when it comes to alcohol.
Mr Gerada insisted that people who abuse of drugs require diversion programmes and should not be sent to prison, whereas those who traffic drugs need to be found and punished.
Mr Gerada also criticised the Drug Squad for being "conspicuous by its silence" on the case of the energy drink being advertised by the name Cocaine, which he said is still available in shops.
The importers are trying to test Sedqa and this is completely unacceptable.
"Even if the drink is allowed in other countries, we should not tolerate it here because this kind of advertising fuels the drug culture," he said.