South Wales Police have warned rugby fans they face heavy fines by buying drinks for someone who is drunk.
Fans could face fines of up to £1,000 if they but a drink for a friend who has been refused service.
The campaign aims to support bar staff who turn away people who have had too much to drink.
Speaking at an to support the campaign on Wednesday, Wales Captain Sam Warburton said: “As rugby players we learn how to look after our bodies and these days we all know the importance of staying fit and healthy.
“While drinking alcohol socially is perfectly acceptable everyone needs to be responsible for their own intake. A pint and a good chat about the game is part of the rugby experience for many and that can add to the friendly atmosphere which surrounds our game.
The campaign aims to support bar staff who turn away people who have had too much to drink and being shared on social media as #drinklessenjoymore.
South Wales Police and Crime Commissioner Alun Michael said: “We want people to know the impact they have when they fall for the myth that a good night out has to involve getting so drunk that you put yourself and others at risk.
“All too often, our emergency services are dealing with the consequences of excessive alcohol consumption. People drink too much and either get hurt, hurt others or commit other offences.”