Professor Mike Daube, the director of the Public Health Advocacy Institute and the McCusker Centre for Action on Alcohol and Youth, said the campaign used crass language to encourage alcohol consumption and was “pretty much the most irresponsible advertising I’ve ever seen”.

He called for the advertisements to be withdrawn immediately.

The advertising campaign features an animated James Bond-like character who tells viewers in one clip to avoid drinking “like an amateur” or risk ending up “s—faced”.

– Amanda Hoh and Megan Levy

via Expert condemns ‘appalling’ DrinkWise campaign.