The £100m campaign, developed by 45 companies in partnership with industry funded charity Drinkaware and the Government, aims to change young people’s attitudes to drunkenness and alcohol misuse.
Pubs, bars, phoneboxes, supermarkets and off licences nationwide will carry campaign posters, drink mats, stickers and shelf strips presenting tips for smarter drinking.
Posters will carry messages highlighting the importance of eating when drinking, while others, with an image of a pair of goggles next to the line “Afraid you will pull a moose?, carry warnings about alcohol increasing the chance of sexual misdemeanours.
The campaign’s ‘Why let good times go bad?’ strapline will feature on products including neck labels on bottles, cans and multi-packs.
Free pints of water will be offered in some pubs, bars and clubs to encourage drinkers to pace their drinking.
Details of the campaign come on the same day (1 September) Scotland introduces new laws aimed at changing Scottish attitudes towards alcohol.
Changes include certain drinks promotions being banned as well as rules meaning supermarkets and shops only being able to display alcohol in specific areas.