Industry funded responsible drinking advertising campaigns are not effective, researchers have claimed.

Adverts such as the Diageo funded campaign 'The Choice is Yours' launched last month are ineffective because drunken antics are seen by some young people as a rite of passage, according to researchers at the University of Bath.

“Extreme inebriation is often seen as a source of personal esteem and social affirmation among young people,” said Professor Christine Griffin from the University of Bath who led the study.

“Tales of alcohol-related mishaps and escapades were key markets of young peoples' social identity. These drinking stories also deepen bonds of friendship and cement group membership.”