Know when to say when is a message that is periodically heard during television commercials or read in magazine beer advertisements. To many, it seems like a reasonable idea that encourages people to be responsible and careful when drinking beer. To others, this message is incomplete and does not provide clear direction for action. When is it time to say when? Is it after a person has consumed enough to feel lightheaded or dizzy? Is it after a person has begun to feel high? Is it after a person has consumed a certain number of drinks? Or is it before a person starts to drink? Does knowing when to say when mean establishing and following personal guidelines before ever taking that first sip?

Alcohol affects how a person feels in a way that many people enjoy. It also impairs judgment. Once a person has begun to consume alcohol, cognitive abilities and judgment are less sharp than they were before drinking. Waiting until you have consumed a few beers to decide when to say when is risky and often results in poor decisions. The time to decide whether to have another drink is not after you've already had a few. The safe time to decide is before you start.

Alcohol use by adults is legal and for the most part enjoyable. Setting personal guidelines about whether, when, where and how much to drink can increase your enjoyment of alcohol while reducing the risk of problems caused by drinking too much or at the wrong time. Here are a few things to consider as you set your own guidelines.

• First, remember that alcohol is not essential for enjoying social events. Using or abstaining from alcohol is a personal choice and the real value of social events is being with friends or family.
• Second, remember that there are times to abstain from alcohol. For example, when recovering from chemical dependency, when driving or operating equipment, when pregnant, when studying or working, etc.
• Third, know your personal limits of moderation before you begin to drink. Alcohol can be eliminated from the body at the rate of approximately one drink per hour, but many other factors can influence the level of alcohol retained. These factors include gender, strength of drink, food intake and age. Your mood and fatigue level can also affect how alcohol will influence your behavior.
• Lastly, be careful about putting yourself at risk because of someone else's alcohol use. Avoid riding with an impaired driver (and always wear your seat belt!). And be careful of unfamiliar places or situations that present risk for unplanned or unwanted sexual encounters.

Setting and following personal guidelines can help answer the question, "How do I know when it's time to say when?" Each of us needs to answer this question for ourselves and those we care about …Because It Matters.

Background article from the Because It Matters campaign, 1998; intended for the general public.