VIDEO: As the summer drink drive campaign gets rolling - what are the rules and consequences?

Department for Transport road safety campaign Think! Has launched its summer push to highlight issues around drink driving.

Tuesday, 14th June 2016, 1:07 pm
Updated Thursday, 25th August 2016, 7:28 pm
The campaign aims to convince people to avoid the temptation of just one more.

The campaign is specifically targeting men aged between 17 and 34 after research showed that young male drivers in particular are often confused about the legal drink drive limit.

The Department for Transport research showed that one in five (19 per cent) men aged 17-34 years would consider having an alcoholic drink before driving.

Timed to coincide with Euro 2016, the campaign will include a rerun of the #ButAlive adverts on television, radio and on demand services this week and onward into July.

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Think! believe Euro 2016 represents an ideal opportunity to get the message across to their targeted demographic.

The organisation was unable to provide a comment today due to purdah restrictions surrounding the EU referendum.

So what is the law on drink driving?

In England, Wales and Northern Ireland, the legal alcohol limit for drivers is 35 microgrammes of alcohol per 100 millilitres of breath, 80 milligrammes of alcohol in 100 millilitres of blood and 107 milligrammes of alcohol per 100 millilitres of urine.

The consequences of a drink driving conviction include a minimum 12 month driving ban, a criminal record, a fine, the possibility of up to 6 months in prison and an endorsement on your licence for 11 years.

That’s not to mention increased car insurance costs, the effect on your job and potential issues getting into certain countries - such as the USA.

The Institute of Advanced Motorists calculate that a drink drive conviction could cost between £20,000 - £50,000 as a result of fines, solicitors fees, increase in car insurance and loss of job.