A �1.5m advertising drive is to be launched as the campaign against binge drinking in Scotland moves into its latest stage.

The adverts will be aimed at persuading 18 to 35-year-olds to drink more sensibly.

The latest health survey carried out for the Scottish Executive found that almost 50% of all young men and a quarter of young women had been drunk each week during the previous three months.

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Experts said that the culture of weekend binge drinking, which can sometimes descend into street violence, had been made worse in recent years by the appearance of "slammer" drinks.

Deputy Health Minister Mary Mulligan launched an action plan to tackle the binge drinking culture in January.

Speaking at an alcohol conference in Glasgow on Monday, she unveiled the advertising campaign which will begin next month.

She said this would challenge the myth that binge drinking is "harmless fun, clever or cool".

"I know that many people would think twice about sinking five or six drinks each night of the working week, yet many young people appear less concerned about binge-drinking on a Friday or Saturday night," said Ms Mulligan.

Hospital cases

"Drinking patterns can lead them to behave in a completely uncharacteristic manner, ranging from making a fool of themselves to going home with someone they don't know or becoming involved in a bar-room brawl."

The adverts will be used on radio, television and billboards.

They will also point out that alcohol problems are costing the National Health Service �96m a year and the Scottish economy �1bn a year in crime and lost earnings.

Mary Mulligan: "Not clever or cool"

One in 10 of all accident and emergency admissions - and a much higher proportion of those after midnight - are attributed to too much drink.

Alcohol is a key factor in nearly 50% of fire deaths in Scotland.

Under the scheme announced in January, bar staff will be encouraged to tell customers when they have had enough.

The executive also voiced concern that manufacturers have been targeting younger drinkers with syrupy "slammer" drinks.

Jack Law, chief executive of Alcohol Focus Scotland, said: "We are delighted to see that binge drinking is at the heart of the Scottish Executive's new Alcohol Action Plan and commend the executive's swift action."