Health campaign to highlight 'unseen' damage of alcohol

A new series of stark adverts will show the damage heavy drinkers could be doing to their internal organs, as part of a continuing government crackdown on alcohol.

The multi-media £6m campaign, appearing on TV, press, and billbaords, is designed to warn drinkers of the "unseen health damage" of regularly drinking more than two drinks a day - the current recommended safe limit.

Cancer Research UK, the British Heart Foundation and the Stroke Association have helped develop the campaign.

Public Health Minister, Gillian Merron said many people enjoy a drink and drinking "sensibly" is not a problem.

But she added: "If you're regularly drinking more than the NHS recommended limits, you're more likely to get cancer, have a stroke or have a heart attack."

The campaign comes as new a new poll showed 55 per cent of drinkers believe that alcohol only damages your health if you regularly get drunk or binge drink.

It also found that 83 per cent who regularly drink more than the recommended limits were unaware they were putting their long-term health at risk.

However, official figures out today also showed that the UK is drinking less - and more people are choosing to drink at home instead of going to the pub.

Chief Medical Officer Sir Liam Donaldson said: "It is important people realise the harm they, unknowingly, can cause to their health by regularly drinking more than the recommended daily limits.

"This campaign gives people the facts about the effect alcohol can have on their body and provides support for people who choose to drink less."

A campaign website - www.drinking.nhs.uk​ - launches on Monday (February 1).