A drink-drive campaign targeting repeat offenders and young men between 17 and 29 has been launched.
The campaign will raise awareness of the dangers of drink-driving through ads on music radio stations and the internet, while posters will also be put up in pub toilets.
Mike Penning, road safety minister, said: "We need to win the argument again that drink-driving is not acceptable with a whole new generation of drivers. We'll be targeting young people, but also those people who will drink and drive no matter what other people might think."
He warned that the penalties for drink-driving would be severe.
Mr Penning added: "The minimum anyone who's caught drink driving can expect is a night in the cells, a large fine, they'll definitely lose their licence and they'll probably lose their job, too. I guarantee the police will come down on you like a tonne of bricks."
On top of this, motorists caught drink-driving usually have a hard time finding a good insurer to provide them with a decent car insurance quote.
© Press Association 2010