A nationwide advertising campaign is being launched to remind fans watching England's World Cup games with a pint not to drive later in the day.

Because of the time difference between Britain and Japan, some games will be shown before 0900BST.

The government is concerned people will enjoy the matches with a early morning drink and then drive hours later while still over the limit.

We want everybody to be able to enjoy every single game

David Frost Road safety officer

Road safety officer David Frost said the campaign was particularly aimed at a "hardcore" of people who have "no regard for other road users".

"People may well be drinking first thing in the morning or drinking a little more at lunchtime games and then getting in the car later in the day, possibly without thinking that they're still going to be over the drink-drive limit," he said.

In April, one publican who wanted to open early for the World Cup games won his bid at the High Court in London.

Martin Gough paved the way for other landlords to follow suit when he was granted a special license for 0700BST opening at The White Hart in Bristol.

Early games

The England v Sweden game on Sunday kicks off at 1030BST, while the game against Argentina on 7 June starts at 1230BST.

England's game against Nigeria on 12 June will be live in Britain at 0730BST.

More than 520 people each year are killed in drink-drive accidents.

Around 2,000 people are currently breathalysed each day in the UK and these numbers are likely to be stepped up during the football tournament.

Mr Frost denied the Home Office was trying to put a dampener on the World Cup.

"We want everybody to be able to enjoy every single game and not to miss out through the mishap of drinking and driving," he told the BBC.