Britain's biggest drink companies have launched a £100m advertising campaign to try to make under 25s pace themselves on a night out.
Posters will start to appear on billboards and phone boxes telling readers to eat before drinking and alternate pints of beer with the odd pint of water.
The campaign has been designed by Drinkaware, a charity funded by the alcohol industry and paid for by 35 firms that make or sell alcoholic drinks.
The drinks industry have just wasted £100m then.
Politicians have said they will support the new advertising campaign for a year and then carry out an independent review of its effectiveness.
If the adverts don't work, then it is possible the government will push through stricter rules to reduce the amount of alcohol people are drinking.
These could include a ban on cheap booze offers in both bars and supermarkets and tougher restrictions on advertising alcoholic drinks.
Some of the measures are already being put in place in Scotland.
The review will not be independent. It will conclude that the adverts don't work. The drinks companies will be accused of 'not doing enough', and government will bring in bans and restrictions they have always intended to implement.
Why pretend otherwise?