Diageo has hit back at allegations from university researchers that its advertising encouraged young people to get drunk.
The drinks giant said its 'Choice is Yours' campaign - singled out for criticism in a study by academics at Bath University - was clearly aimed at ensuring young people drink responsibly.
The study had suggested the campaign was an example of advertising which implied that being very drunk with friends carries a penalty of social disapproval - but which could have a very different effect on youngsters.
A Diageo spokesman said: "In developing 'The Choice is Yours' campaign we carried out extensive research amongst 3,500 18 - 35 year olds across Europe to ensure we delivered a campaign that would resonate strongly with this age group. Bath University talked to 94 people.
"Our research - both qualitative and quantitative - showed that young adults were much more likely to consider drinking responsibly if they believed that by drinking excessively they would be in danger of losing their social credibility and standing - precisely the message our campaigns convey."
Diageo said assessment of its previous responsible drinking campaigns 'Mirror' and 'Many Me' showed that 71 per cent of people were much more likely to consider drinking responsibly once they had been exposed to the adverts.
"Based on our extensive research, coupled with our experience of developing and delivering these campaigns over a number of years now, we are confident they have a proven positive effect," said the spokesman.
"We're proud of our adverts. They are strategically sound, evidence based and not designed to simply grab headlines."