Pernod Ricard UK (PRUK) has launched a responsible drinking campaign urging consumers to take responsibility for their actions.
The Accept Responsibility campaign will confront common excuses such as "I need a few drinks to loosen up" or "I can't have a good time without drinking".
It will be delivered in three stages over the next 12 months, initially targeting binge drinkers, then other areas of irresponsible consumption.
The first stage will see ads appearing in the Sun, Daily Star, Metro, Daily Mirror and the Daily Record for the next four weeks.
Consumers will also be reached online through Facebook, MSN and Yahoo. A new website has also been set up — www.acceptresponsibility.org.uk — to provide information.
PRUK chief executive Jean-Manuel Spriet said: "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."