The simplest answer to this is they most obvious, it's because they can.
Abusing alcohol is easy to do. Few immediate penalties for excessive drinking, repeat offenders not being disciplined, parents not being told about their children's drinking activities, students getting mixed messages from the college administration about alcohol, students having seen their parents drinking alcohol in an careless manner, students not being educated about the long-term harmful consequences of alcohol abuse, there being few alcohol-free social and leisure activities that are eye-catching to students, minors or inebriated students being served alcoholic beverages by the local drinking establishments, and the drinking activities in the sororities and fraternities not being monitored all lead to drinking and excessive drinking becoming just one more drink away.
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.
Education is not enough. While drug and alcohol abuse prevention is the first step, education alone is not the only answer that an be implemented in the war against college drug and alcohol abuse. But what are some of the other means by which to get the message about self-destructive behaviors?
We must employ both proactive and reactive measures. Many proactive and reactive steps have been put in place at many colleges and universities that have lessened the availability, acceptability, and irresponsibility of alcohol use on and off campus. The result is this is a noticeable if not significant decrease in alcohol related issues started by students.
What are some more of these measures? Designating immediate consequences for excessive drinking, punishing repeat alcohol abuse offenders, notifying parents about their children's drinking activities, ending the mixed messages by college administrators about lcohol (for example, removing alcohol advertisements from stadiums and from sports brochures), educating students about the long-term harmful consequences of alcohol abuse, increasing alcohol-free social and recreational activities that are considered desirable 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 serve to assist in decreasing the rate of college drinking.
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.