The drinks industry has today announced a £100 million marketing campaign aimed at encouraging more responsible drinking among young adults.
The Campaign for Smarter Drinking, developed by 45 drinks companies, has been launched in partnership with the government and responsible drinking charity Drinkaware and will run for five years. .
The campaign's first set of adverts will appear from September in pubs, bars, supermarkets and high street shops across the country.
Major players in the on and off-trade are all supporting the campaign including Punch Taverns, Enterprise Inns, Diageo and Tesco.
The campaign - the most expensive of its kind - will use outdoor advertising, signs, drink mats in pubs and bars, on-pack and point-of-sale displays in retailers to deliver its message under the strapline "why let good times go bad?"
Jonathan Neame, Shepherd-Neame chief executive and Campaign for Smarter Drinking supporter said: "For years people have asked what needs to be done to encourage a responsible drinking culture in Britain and reduce alcohol misuse among young adults.
"This initiative is part of the answer and the drinks industry is in a unique position to help deliver such a shift in our culture.
"In the end, we can only achieve change if people take responsibility for their own behaviour and this campaign will help them make informed choices."
The campaign aims to emphasise the benefits of "responsible enjoyment" and offer practical tips such as reminders to drink water or soft drinks, eat food and plan to get home safely.
It stemmed from plans announced last year under the provisional name of Project 10.
Health Secretary Andy Burnham has also endorsed the campaign.
"While the vast majority of people who drink enjoy alcohol in moderation, we're facing a growing public health problem where people are regularly drinking too much or are dependent on alcohol," he said.
"Clearly the industry has a responsibility to play their part in tackling this problem and I hope this campaign will make a real difference to people's attitudes to drunkenness and their drinking behaviour."
Drinkaware chairman Derek Lewis says: "Making sure young adults have the right information about the effect of alcohol misuse on their health and wellbeing is an essential part of tackling the problem.
"From September, Drinkaware will deliver the campaign to consumers, ensuring they have the facts they need to make informed choices about drinking."