Pernod Ricard has worked with the AA since 2010

Pernod Ricard has worked with the AA since 2010

Pernod Ricard has launched a new online anti-drink-driving campaign with the UK's Automobile Association (AA).

The adverts, targetting 18 to 24 year-olds, will warn about the dangers of driving to watch summer sports events at pubs and friends' houses. The ads, which will appear on sites including Facebook and Spotify, will run until the end of September, Pernod announced today (30 July).

“We encourage all consumers to accept responsibility and enjoy themselves throughout the summer without putting themselves, or others, at risk,” said Denis O’Flynn, MD of Pernod Ricard UK, which has worked with the AA promoting responsible drinking since 2010.

“We firmly believe that educational campaigns and industry/government partnerships are the most effective methods to target alcohol misuse,” O'Flynn said.

In May, the Scottish government unveiled plans to lower its drink-drive limit.