Trendy identity tag aimed at female binge drinkers

YOUNG women who plan to drink themselves into oblivion can take advantage of the latest fashion accessory — a trendy identity tag.

The tag, engraved with the contact details of the wearer’s parent or responsible friend, is worn on a pretty bracelet decorated with silver beads and Swarovski crystals.

The binge bling can then be used by nightclub staff or emergency service workers when the wearer loses consciousness or is too drunk to remember her name.

The bracelets, which cost from £35-£70, were designed by personal safety firm IdentifyMe, which began by making identity tags for young children who may wander away from parents.

Don Shenker, policy director of Alcohol Concern, said he feared the bracelets could lull women into a false sense of security and send out the wrong message about binge drinking.

He said: “What concerns us is that young women may feel it is safe to drink alcohol to excess because they have their identity tag if they lose consciousness or become incapable of speaking.”

Nadine Lewis, managing director of IdentifyMe, said: “In no way are we encouraging young women to binge drink. It is a worrying sign that this product is needed, but it seems that the trend for women to go out at the weekend and drink to excess is showing no sign of slowing down. We must do everything we can to keep them as safe as possible.”