College students' use of strategies to hide facial flushing: A target for alcohol education.

Alcohol-related facial flushing occurs in individuals who are unable to metabolize ethanol effectively and is associated with increased cancer risk. This study describes college students' understanding of the meaning of flushing for how much alcohol a person should drink and their use of over-the-counter medications and other strategies to reduce its visible effects. The sample includes 335 White and Asian college students who reported facial flushing after an alcoholic drink. Students completed an online survey in the spring of their junior year. Most students reported that flushing had no special meaning for drinking or that they did not know what it meant. Six percent reported ever using strategies to hide facial flushing; they were mostly Asian, and those using these strategies drank more alcohol. Findings identify a need for targeted alcohol education with Asian college students who drink alcohol despite experiencing the flushing response.