Labour has announced a new crackdown on a major driving offence this Christmas in partnership with police forces across the UK.
The Department for Transport unveiled plans to tackle drink and drug driving during the festive period, with the authority warning drivers not to endanger fellow road users.
Local Transport Minister Lilian Greenwood revealed the DfT would launch its toughest campaign to target drink and drug driving in more than a decade.
The Minister met with local officers to take part in their annual seasonal crackdown on offenders, as part of ongoing collaboration between the Government, police forces and local partners to tackle dangerous driving behaviours.
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Ms Greenwood warned that no driver in the UK should get behind the wheel and onto the road while under the influence of drink or drugs.
She said: "This festive season, we're working with police and well-known brands including Captain Morgan, Peroni and Heineken to remind drivers to make the right choice - and stick to non-alcoholic drinks - to make our roads safer for themselves and others.
"We're determined to tackle this growing issue, to help make our communities safer and ease pressure on the NHS."
Chief Constable Jo Shiner, National Police Chiefs' Council lead for roads policing, warned driving under the influence of drink or drugs is "selfish and incredibly dangerous, putting the lives of your passengers, other road users and yourself at risk".
The transport authority warned that young male drivers are particularly at risk of drug and drink driving
| PAShe added: "We're pleased to be partnering with THINK! on their new campaign, which is highly impactful and coordinates with our enhanced enforcement of drink and drug driving offences over the December period through Operation Limit.
"The message is simple: do not get behind the wheel if you have been drinking or taking drugs. Make the right decision, and together, we will save lives."
The Government also launched new adverts as part of its THINK! campaign specifically looks at drug driving hotspots across England and Wales using police data.
The campaign focuses on preventing drivers, particularly young male drivers, from drug-related road casualties.
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The number of drug driving incidents has increased massively in recent years | GETTYAround 90 per cent of drivers impaired by drugs in collisions are male, with four in 10 aged between 17 and 30.
In the UK, breaking drink or drug driving rules can result in six months' imprisonment, an unlimited fine, a £2,500 penalty or a driving ban for at least 12 months.
Earlier this week, Ms Greenwood visited a pub in London to officially launch the Captain Morgan "Captain of the Night" campaign, highlighting the importance of alcohol-free options for motorists.
As part of the initiative, drivers will be offered a free Captain Morgan zero per cent and cola in selected Stonegate pubs nationwide.
The new campaign hopes to discourage drug driving offences | PAThe launch marks the continued and growing partnership between the Government and major drinks brands to normalise non-alcoholic choices.
Both Heineken and Peroni have also joined the campaign and will be encouraging drivers to choose their zero per cent alcohol products.
Ian Smith, Corporate Relations Director at Diageo GB, said: "Diageo is committed to supporting safe and responsible choices, particularly at a time of year when the risks on our roads increase.
"Captain Morgan 0.0's partnership with THINK! highlights our continued focus on not only providing people with great-tasting alcohol-free alternatives but also showcases a clear message that if you are driving, zero per cent is the correct choice for everyone's safety."