Smash hit

“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.

“This suggests radio presenters and producers have a choice: they don’t have to encourage drinking to be seen as ’cool’ or in touch with their listeners.”

The study was funded by the Department of Health and the Home Office as part of the Know Your Limits campaign.

A Radio 1 spokesman today strongly defended its record. “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,” he said.

A spokesman for Kerrang! Radio said it worked "hand-in-hand with Ofcom to ensure that it operates within broadcasting regulations".

He added: “This report was compiled during the festive party season, and yet average mentions of alcohol equated to once every four hours which, particularly at that time of year, is probably less than most people would hear in workplaces up and down the country.”

A spokeswoman for Key 103 said: “This report surveyed just six stations out of 389 stations in the UK and was compiled over a period containing the festive party season, therefore not reflecting the overall output of the station over a 12 month period.

“Throughout the year, Key 103 works with a variety of clients on responsible drinking campaigns whether that be anti-drink driving, NHS drink awareness or local police trade initiatives to encourage safe drinking and licensing.”

The Ofcom Broadcasting Code states that the misuse of alcohol should not be glamorised in programmes likely to be heard by the under-18s.

It says it “must generally be avoided and in any case must not be condoned, encouraged or glamorised in other programmes broadcast before the watershed, or when children are particularly likely to be listening, unless there is editorial justification”.

It also “must not be condoned, encouraged or glamorised in other programmes likely to be widely seen or heard by under-18s unless there is editorial justification”.

The research, which focused on radio programmes broadcast between December 2007 and February this year, will be presented at the British Sociological Association annual conference in Brighton today.

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