Ad campaign launched to tackle binge-drinking

A £4m ad campaign warning 18 to 24 year-olds about the dangers of binge-drinking has been launched by the government today.

The hard-hitting campaign - including TV, radio, print and online ads - is designed to challenge "prevailing attitudes" and change behaviour among young adults who binge drink, the Home Office said.

The ads show people injuring themselves, being violent and smearing vomit in their hair. The TV versions will be shown in "youth programming" before and after nights out to capture people when they are most responsive, the Home Office said.

The government's definition of binge-drinking has also been reiterated and is classified as "drinking too much alcohol over a short period of time, which typically leads to drunkenness, and drinking deliberately to get drunk."

Home Secretary Jacqui Smith said: "Binge drinking is not only damaging to health but it makes individuals vulnerable to harm.

"People who are drunk are much more likely to be involved in an accident or assault, be charged with a criminal offence, contract a sexually transmitted disease or have an unplanned pregnancy.

"This campaign reinforces Government action already underway to deal with excessive drinking, including tougher sanctions for licensees who sell to young people, new powers for the police to disperse disruptive drinkers and better education and information for everyone."

The ads follow the £6m 'Know Your Limits' campaign, launched last month.