TV ads highlight 'binge dangers'
People who have four or five drinks in an evening risk damaging their health, according to a new advertising campaign.
The message is contained in a series of TV adverts which begin on Monday.
The £200,000 Health Promotion Agency campaign aims to raise awareness of the dangers of binge drinking.
The agency's chief executive, Dr Brian Gaffney, said most people were surprised at how few drinks can do damage.
In research carried out in Northern Ireland, over a third of women and almost half of men admitted having at least one such "binge" drinking session in the previous week.
Official figures
The HPA said binges were strongly associated with fatal heart attacks and that they also increased the risk of having a stroke.
Across the UK, hard-hitting TV adverts showing the dangers people face from drinking to excess are to be screened from November.
The £4 million government campaign aims to stop binge and underage drinking.
Younger people are likely to drink heavily - 48% of men and 39% of women aged 16 to 24 drink above daily recommendations, official figures show.
Alcohol alters judgement and perception and can lead people to take risks with their health and safety that they would not normally consider.
BBC News
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