“…Second, brief counseling may be insufficient for changing normative behaviors that are viewed as acceptable daily activities. Most adults drink alcohol, more than half of those who drink exceed risky limits, and low amounts of alcohol consumption have been touted (likely falsely) as beneficial . Alcohol screening may be more similar to prevention strategies for obesity—while valid screening tools exist, changing behaviors entrenched in everyday life and social norms may require more intensive, repeated counseling rather than brief interactions.…”