Pubs are putting their toilets to good use with televisions informing the captive audience that binge drinking is as anti-social as drink-driving.

Alcohol watchdog, the Portman Group wants to encourage 18 to 24 year olds to drink sensibly and reduce anti-social behaviour caused by drunkenness.

One way to get the message through is by using "TV in the toilet".

Figures show that about 17% of younger drinkers go out once a week with the sole intention of getting drunk.

It is our view that drunkenness is on the increase

Chief Inspector Chris Bradford

Portman say binge drinking has to stop because it places people in vulnerable situations, or it leads to criminal behaviour.

Its director, Jean Coussins, said: "Most of us enjoy a drink without harming ourselves or others.

"But some people don't know when to stop and that can lead to problems.

"Our campaign aims to show them the downsides of drinking to excess.

"We want to encourage moderate drinkers to challenge the behaviour of their friends and loved ones who might go over the top."

The idea has the support of the Metropolitan Police, the London Ambulance Service and the National Union of Students.

Chief Inspector Chris Bradford of the Met's Clubs and Vice Unit said: "It is our view that drunkenness is on the increase and that those getting drunk tend to be younger.

"If we can get young people to give some serious thought to the situations they may find themselves in when drunk, such as becoming a victim of crime, then we have gone some way to achieving our joint objectives."