Radio presenters - including BBC Radio 1's Chris Moyles - widely encourage drinking, according to a Government-funded study.
Research into 1,200 hours of radio output uncovered 703 extracts containing references to alcohol. Of these, 179 involved comments made by presenters and another 45 were comments initiated by co-presenters, studio guests and members of the audience.
DJs were found to use language that celebrated excessive drinking and one show was titled "The Morning After" with the jingle "If you're hungover from the night before, listen to (presenters) Tim and Kate".
Experts from the University of the West of England noted that three-quarters (73%) of all the comments made about alcohol encouraged drinking, of which 13% promoted excessive drinking. The study focused on BBC Radio 1, BBC 1Xtra, Kiss 101 broadcasting to the South West and Wales, Key 103 for Greater Manchester, Galaxy Birmingham and Kerrang! Radio for the West Midlands.
The authors said the extent to which alcohol was promoted varied across the stations. And they said presenters were not solely to blame as comments about alcohol often "reflect particular production values". Alcohol was often related to the "branding" of a show and was used to build relationships between presenters and listeners.
Professor Norma Daykin, who led the research, said: "Our research suggests that comments about alcohol contribute to the identification and branding of radio output for many stations, as well as being used in an effort to strengthen interactivity between presenters and listeners. But we also found examples which proved that making such comments is not necessary, as some presenters were able to successfully create identity and connect with young listeners without mentioning drinking."
The study, funded by the Department of Health and the Home Office as part of the Know Your Limits campaign, noted that commercial radio stations were worse offenders than the BBC, with Kerrang! Radio being particularly likely to encourage excessive drinking.
Alcohol references were also influenced by music genre, with hip-hop and black music stations such as 1Xtra and Kiss 101 having fewer comments.
On the BBC stations, almost half of the alcohol-related comments were either neutral or discouraged excessive drinking, whereas this was true of only 17% of the comments on commercial radio. The Chris Moyles show was an exception, with alcohol references across a three-and-a-half hour show amounting to 74 seconds.
A Radio 1 spokesman said: "We don't agree that our presenters encourage a culture of drinking. In fact, throughout this week we have run a high profile campaign on the radio and online asking listeners to think about the amount of alcohol they drink and how it could affect their health, looks and behaviour."