Pernod Ricard UK (PRUK) has launched a responsible drinking campaign urging consumers to take responsibility for their own actions.
The Accept Responsibility campaign challenges consumers to accept responsibility for the choices they make about drinking alcohol.
The drinks producer believes alcohol issues cannot be resolved without consumers accepting responsibility.
The campaign will be delivered in three stages over the next year. Phase one will focus on binge drinkers.
Our consumers also have a responsibility regarding how they behave when they drinkJean-Manuel SprietPernod Ricard UK
The advertising campaign will confront the common excuses such as "I need a few drinks to loosen up" or "I can't have a good time without drinking".
Ads will appear in the Sun, Daily Star, Metro, Daily Mirror and the Daily Record from today for the next four weeks.
Consumers will also be reached online online through Facebook, MSN and Yahoo.
A new website has also been set up, www.acceptresponsibility.org.uk, to provide information for consumers.
"As one of the UK's leading players in the drinks industry, we are committed to promoting responsible drinking and reducing alcohol related harm," said PRUK chief executive Jean-Manuel Spriet.
"Here at PRUK, we fully accept responsibility for the role we have to play in this matter.
"But it is fair to say that our consumers also have a responsibility regarding how they behave when they drink."