A NEW study revealing dangerous levels of alcohol consumption, serious social deprivation and child poverty in West Somerset has shattered the district's image as a rural idyll.

The report, published this week by Somerset County Council and NHS Somerset, looks at the health and social care needs of local people.

But its authors say that whilst the popular image of West Somerset might be of cream teas, sandy beaches and rolling countryside, the findings reveal a dramatic contrast for many people's lives.

They paint a picture of an ageing population where within 20 years almost one in two people will be over 65.

The prohibitively high cost of housing - median house prices are ten per cent above the county average - means there are fewer affordable homes, with relatively low earnings adding to the problem.

And the district is also more deprived than average Somerset communities.

But it is the drink-related revelations, including the increased hospital admissions due to alcohol misuse, that are likely to cause the most concern.

Drawing on statistical data, commentary from specialists across health, social and voluntary organisations, as well as the experiences and comments of local people, the report shows that just over 47 per cent of the 74.9 per cent of people classed as current drinkers admit to dangerous daily drinking.

The figure is higher than the country as a whole, although largely on a par with the rest of Somerset.

More than 30 per cent are drinking at dangerous levels on a weekly basis, while 36.2 per cent are binge drinking.

The study also shows that West Somerset has a higher rate of alcohol specific admissions to hospital compared to the county average and that overall the rates of alcohol related admissions are higher in West Somerset and the county compared to the national average.

Dr K Kumaran, public health consultant for NHS Somerset, said the increasing rates of alcohol related admissions were a concern.

"We will be monitoring the number of hospital admissions due to alcohol misuse and continue to develop initiatives with our partners to see how we might better support people whose drinking is now becoming a problem," he said.

The report also identified high levels of child poverty in Williton and Watchet, although Alcombe East has the highest rate of any ward in Somerset, with 39 per cent of under 16s regarded as living in poverty.

And West Somerset as a whole falls within the 39 per cent of most deprived districts in England, ranking 106th out of 354.

The report also revealed a higher prevalence of depression and learning difficulties in West Somerset compared with the rest of the county.

Access to both district and community hospitals by public transport was highlighted as a key issue, with just seven per cent of people able to access their nearest district hospital within 60 minutes on weekdays, although 65 per cent able to get to their nearest community hospital within the same timescale.

Life expectancy in West Somerset was found to be in line with the rest of Somerset and actually better than the national average.

However, there are stark differences within the district, with the Williton and Watchet area having the lowest life expectancy for both men and women.

Around a third of the population is currently over the age of 65, compared to about one in four across Somerset and one in five nationally.

And the proportion of older people is projected to increase in the future, on course to account for just under half the total population in about two decades.

Among the recommendations for action is the need to increase the number of affordable homes and improve the quality of housing stock, as well as improving access to public transport.

Further improvement is also called for in training and employment opportunities for young people.

On health specific issues, a review of alcohol related hospital admissions should be undertaken, coupled with the continued development of service initiatives to respond to alcohol misuse.

Out of hours services and access to local hospitals should be reviewed, along with learning disability services.

Tom Bown, corporate information officer for West Somerset Council, said the worsening economic situation had had an impact on communities in West Somerset.

As the authority responsible for housing, he said the council was working to improve the level of affordable homes in the district.

"But we recognise this is a challenge and historically house prices in this popular retirement area have always been high."