A £100m advertising campaign to alert the public to the dangers of binge drinking launches in September with the support of drinks suppliers and retailers.

Backed by the Department of Health, the Campaign for Smarter Drinking will feature the slogan 'Why let good times go bad?' on outdoor advertising, pos displays, drink mats in pubs and bars, and on drinks packaging.

Supporters hope the five-year scheme will demonstrate that further restrictions on alcohol advertising and proposals such as minimum pricing are not needed.

Health secretary Andy Burnham said the industry had a clear responsibility to play its part in tackling drink-related problems. "I hope this campaign will make a real difference to people's attitudes to drunkenness," he said.

The Association of Convenience Stores (ACS) has been closely involved in the development of the campaign. ACS chief executive James Lowman said: "It is clear that to deliver long-term change, industry and government have to work together. This campaign has already broken new ground and we hope that this will continue into the broader public health agenda."