A new anti-binge drinking campaign coordinated by the European Union's (EU) wine industry federation the Commission Européen des Enterprises Vins (CEEV) has been welcomed by EU agriculture Commissioner Mariann Fischer Boel.

She told a Brussels launch conference for the 'Wine in moderation: art de vivre' campaign: "Some people - especially young people - are drinking much more, and in very concentrated doses." 

As a result, the campaign's "informative, colourful and appealing" campaign literature was welcome: "It gets across important facts about the dangers of heavy drinking - without taking a preaching tone..."

Fischer Boel was particularly happy this was a private sector initiative, saying it could head off restrictive drinking regulations: "The more seriously the industry takes its role, the less often the state will have to step in."