COI seeks agency to beat binge-drinking

The Home Office and the Department of Health are launching a joint campaign to tackle binge-drinking and are poised to approach agencies.

Activity is due to run at the start of next year and will aim to portray drunken behaviour as socially unacceptable.

The campaign is scheduled to follow the liberalisation of licensing laws in November, which will allow pubs and bars to stay open longer. The move has been criticised for encouraging binge-drinking.

A Home Office spokeswoman said the ad drive would have a substantial budget, and added: "We are committed to getting the sensible-drinking message across to prevent individuals doing themselves harm and because of the wider anti-social behaviour issue."

Separately, the alcohol industry watchdog, the Portman Group, is talking to agencies about a similar campaign.