In a joint project between East Riding of Yorkshire licensing authority, the Safer Communities drugs team and Hull Primary Care Trust, a number of promotions will take place to encourage drinkers to act responsibly.

The area has had its fair share of negative publicity recently following a number of drunken nightime incidents, but Tina Holtby, licensing manager for East Riding of Yorkshire Council said that the aim is not to preach to revellers.

"Any customer who has any concerns over an alcohol related matter can come and discuss this in confidence with a trained officer and get the help they need," she said.

"We are aware of the number of drinks promotions in our areas and understand that the licensed trade needs to remain competitive, but we also need to encourage drinkers to take some individual responsibility and be aware of their own limitations and the potential long term damage to their health if they continue with excessive drinking."