In addition to covering Rugby League Players and their latest escapade, Queensland's 'high brow' daily newspaper, The Australian, has effectively bumped up sales of Stilnox. Those idiots.

More to the glory of Australia's Rugby League fraternity, whose escapades with booze, drugs and disrespecting women and themselves have hogged far too much media time in the last few years. But, even after a scathing Four Corners documentary and various other embarrassments and scandals, these sportsmen are idolised as role models in the community. Moreover, young men want to be them, young women want to notch their bedposts in some Brisbane's most glamorous nightclubs.

When the state Rep side is accused of being high two nights before a match (in which they play badly and eventually lose), the papers cover the story. If the culture was to humiliate and shame those involved, I'd understand. It's just that somehow, the publicity always ends up a little bit positive. Poor players, so naive and brainless, their lives are tough so they have to relax with chemicals. Give me a break.

But, all that's not my biggest beef here. In fact, if it was just about footballers getting wasted, I wouldn't have considered throwing my two cents in the ring. But here's the thing; in this latest incident, the players are accused of using zolpidem, with alcohol and caffeine, as a stimulant.

Somehow, Australia has developed a Stilnox fascination. It's all about the wonderful sleep tablet that doubles as a stimulant. Given that it's illegal to advertise prescription drugs in this country, a mention in the front section of a broadsheet is advertising gold. Plus, Heath Ledger used it, so it must be either controversial or worth talking about.

The dangers of zolpidem use are well documented. Incidences of sleep-eating, sleep-walking, sleep-talking and even 'sleep sex' have been reported. And not in small numbers. These are patients who've not used alcohol and have no prior history of complex sleep behaviours.

Sure, the drug knocks you out, but I've had conversations with at least ten patients about taking a tablet, and waking up with three missing. Patients who live alone. Seriously, people will take more tablets whilst they're asleep. One of my learned colleagues described it as Parasitic pharmacy. Not surprisingly, the TGA has added more an more warning labels to the medicine, and insurance companies have refused coverage for pack sizes greater than fourteen tablets.

Simply, we have unintelligent Leaguies effectively advertising the stimulant effects of a drug that's extremely susceptible to abuse, and with known adverse effects. And seriously, they're suggesting it's used as a stimulant. What kind of positive outcome could that possible have?

There needs to be some responsibility on the part of News Ltd. (publishers of the Australian); sure, they interviewed the President of the Pharmacy Guild, and whilst I'm sure he's a fine pharmacist, I'd be asking someone who works in drug information for an opinion, not a politician.

Mostly the problem is that they named the drug. I think there'd be a substantially more negative stigma if the article had only mentioned that a 'sleeping tablet' was used. Then at least the average reader would think;

"They're using sleeping tablets to keep them awake?!!? Wow, what morons."

Rather than, "Sweet, I'm gonna find me some of that Stilnox next time I go out."

It seems that the buzzword of Accountability is woefully absent from several sides of this equation; the Leaguies aren't held responsible for either their behavior or their consequently poor showing on the field, and News Ltd. will claim 'editorial privilege' to explain away their irresponsible copy.