A hard-hitting Government ad campaign to encourage young people to take care when drinking has been launched today.

The £4m Know Your Limits campaign is aimed mainly at 18 to 24 year-olds, to highlight the negative consequences of drinking too much alcohol.

Public health minister Caroline Flint said the campaign was not designed to demonise alcohol or stop people enjoying themselves. “This is about encouraging young people to still have a good time but to know their limits,” she said.

Using the strapline “Alcohol makes you feel invincible when you are most vulnerable”, the ads depict occasions when people risk their safety after drinking.

Ads will run on TV, cinema, radio, magazines, and on-line for the rest of October and throughout November.

Home Office Minister Vernon Coaker said, “The Government is dedicated to reducing alcohol-related harm and will continue to work with the police to clamp down on irresponsible drinkers and retailers while strengthening our partnerships with the alcohol industry to entrench responsible alcohol sales.“

The campaign was launched by the Department of Health and the Home Office, under the new Drinkaware Trust initiative. The charitable trust will be funded by the drinks industry.