FOOTBALL fans across Merseyside and Cheshire are being urged to curb their drinking during the World Cup.
NHS workers will use the month-long tournament, which begins on Friday, to launch a campaign highlighting the health dangers of alcohol.
Meanwhile, police will get involved to crack down on violence in pubs and bars that screen matches.
Posters advising people how to drink sensibly will be placed in venues around the region as part of the Drink - Enjoy It - But Don't Overdo It campaign.
Ian Canning, health promotion specialist for Sefton's Primary Care Trusts, which is organising the scheme, said: "Drinking sensibly doesn't mean missing out on the fun of the World Cup.
"Taking precautions to keep safe and well before a night out, such as eating before you drink or having a non-alcoholic drink before every alcoholic one, will help you and all those around you have a good time as well."
According to research by John Moores University, 23% of people in the North West binge drink.
The region has some of the highest rates of alcohol-related deaths. And a growing number of drink-related hospital admissions are placing a huge burden on the NHS.
Inspector Dave Lewis, of Merseyside Police, said: "We are urging people to enjoy the World Cup responsibly by not drinking to excess and staying safe."
The campaign is also backed by Sefton council, Knowsley Borough Partnership, and Wirral Drug and Alcohol Action Team.
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