Alcohol Know Your Limits - Binge drinking girl

A new campaign launched called 'know your limits' urges young drinkers to know their limits and to stay within them. The advertising campaign uses television ads, posters and a Know Your Limits website to get the message across that too much alcohol actually makes you vulnerable, even while it makes you feel tough.

The joint Department of Health and Home Office campaign is aimed at 18 to 24 year olds, although it also reaches out to younger, illegal drinkers.

Public Health Minister Caroline Flint emphasised that this is not a morality campaign, but an effort to encourage common sense. 'We are not trying to demonise alcohol or stop people enjoying themselves,' she explained. 'This is about encouraging young people to have a good time, but to also know their limits.'