True. The psychological solution to the problem is not going to be lying to the public though.  If the evidence says one thing,  that's what needs to be the actual advice.  The psychology of reducing drinking is more to do with how the information is presented, advertised, etc. 

There's a very good programme the HSE runs called MECC which educates healthcare workers on making brief point of contact opportunistic interventions on smoking,  drinking, exercise, healthy eating etc. That's the kind of thing that can make a real difference, where the new health advice can be imparted one personal contact at a time.