AN initiative urging young adults to drink less is being rolled out in Cheshire.

‘Drink Less Enjoy More’ (DLEM) has been running in Liverpool since 2015, but is now Public Health teams across Merseyside and Cheshire are rolling it out as well.

The initiative, which is being implemented by Cheshire West and Chester Council (CWAC), is primarily aimed at 18 to 30-year-olds.

The aim is to encourage young people to cut back on how much they drink at home before going out – so-called ‘pre-loading’ – as well as how much they consume when visiting bars, pubs and clubs.

Drunkenness can have immediate health consequences such as alcohol poisoning, and can contribute to sexual violence, accidents and violent crimes.

It places a large burden on health, police and other public services.

The initiative aims to raise awareness of the 2003 Licensing Act, which states it is illegal to buy alcohol for someone who is clearly drunk and for bar staff to serve someone who is clearly drunk.

Both offences are punishable with a fine of up to £1,000 and premises found to be serving people who are clearly drunk are also at risk of being stripped of their licence – but research shows only half of people are aware of the law.

Cllr Louise Gittins, CWAC cabinet member for communities, said: “The police, ambulance service and hospitals are already under a lot of pressure and this is about reducing the strain on these services.

“The Drink Less Enjoy More campaign aims to reduce drunkenness and anti-social behaviour.

“The police are actively enforcing these laws and encouraging people to drink sensibly, consequently creating a safer city for residents, students and visitors.”