Alcohol-industry campaigns to promote responsible drinking may instead be encouraging people to drink more, according to a new study.

Researchers from Glyndwr and Bangor universities in Wales reviewed responsible-drinking campaigns in different countries and found that those sponsored by the alcohol industry were often “ineffective” and counterproductive. The report found that “whilst these campaigns identify specific undesirable behaviours such as drink-driving, they serve to normalise and promote drinking in general.”