The simplest answer to this is they most obvious, it's because they can.

Abusing Alcohol is Easy. When there are so few immediate consequences for excessive drinking, when repeat offenders are not disciplined, when parents are not notified about their children's drinking activities, when students get mixed messages from the college administration about alcohol, when students have seen their parents drinking alcohol in an irresponsible manner, when students are not informed about the long-tern negative consequences of alcohol abuse, when there are few alcohol-free social and recreational activities that are attractive to students, when minors or intoxicated students are served alcoholic beverages by the local drinking establishments, and when the drinking activities in the sororities and fraternities are not monitored---drinking and excessive drinking become so very easy.

What are factors leading students into alcohol abuse? Many factors exist supporting the ease with which college students turn to alcohol. Peer pressure or influence being added to the equation, the disregard that drinking alcohol only temporarily removes a person from his or her problems, the belief or opinion that drinking alcohol makes it easier to socialize with potential dating or sexual partners, the appearance that it is so acceptable to engage in activities that highlight the drinking of alcohol, the "good feelings" or the "fun" of getting an alcohol high or buzz, and when the party atmosphere at college is expected by students all help to sustain an alcoholic lifestyle on campus.

It needs to begin with more than just education. While making students knowledgeable to the dangers out there, especially in regards to the prevention of drug or alcohol abuse, it is not the only answer to the struggle with these issues at our colleges.

First, we have to look at being both proactive and reactive. With this concept in mind, alcohol abuse has begun to be dealt with in with many reactive and proactive measures at some colleges and universities. These measures have included the reducing of the availability and acceptability while punishing the irresponsibility of alcohol use on and off campus. The result has been a reduction of alcohol related problems started by students.

What are some of these measures in place? Establishing immediate consequences for excessive drinking, disciplining repeat alcohol abuse offenders, notifying parents about their children's drinking activities, eliminating mixed messages by college administrators about alcohol (for instance, removing alcohol advertisements from stadiums and from sports brochures), informing students about the long-tern negative consequences of alcohol abuse, increasing alcohol-free social and recreational activities that are attractive to students, having college administrators talk to the owners of local drinking establishments so that minors and/or intoxicated students are not served alcohol, and monitoring the drinking activities in the sororities and fraternities. All of these have worked toward the goal of our campuses being free from alcohol abuse.

While medical research and treatment are positive steps, they are not enough. The above proactive and reactive measures, most of which are not education-based, are needed to compliment educational approaches alongside medical intervention if necessary. Even if the advancements in medical treatments can eliminate addictions, there will still be those who need it that will make every opportunity to avoid the chance. They will choose to disregard medical warnings, ignore their health, and who will discount common sense as they involve themselves in alcohol and/or drug abuse.

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