Football fans encouraged to pace themselves as Liverpool champions safer nights out

As the World Cup gets underway, Liverpool City Council is calling on football fans to soak up the atmosphere while knowing when to “call it” on drinking to protect themselves and others.

The “Call It! Enjoy More, Drink Less” campaign—a joint effort between Merseyside Police, Liverpool John Moores University, the Police and Crime Commissioner, and the Council—seeks to promote safer nights out during one of the city’s peak calendar periods.

The initiative reinforces Liverpool’s status as a Purple Flag city, a title awarded for its dedication to a secure and thriving nightlife economy.

With huge crowds anticipated to flood into city centre bars and pubs to catch the games, the underlying message is straightforward: the campaign isn’t asking people to stop drinking entirely, but rather to find the awareness, confidence, and independence to know when they’ve had enough.

Liverpool currently faces thousands of alcohol-related hospital admissions and over 8,000 alcohol-linked crimes annually.

Pressure on hospitality venues, emergency responders, and city safety teams spikes significantly during major events. Furthermore, alcohol remains a key contributor to violent crime, with the consequences hitting disadvantaged communities the hardest and worsening existing health inequalities.

Taking simple steps, such as noticing when a mate has had a few too many or choosing to pass on the next round, can successfully de-escalate risks and keep the night enjoyable for everyone.

Under UK licensing laws, serving alcohol to an intoxicated person is illegal and can result in venues facing hefty fines or losing their license. Additionally, buying a drink for someone who is already drunk is an offence that carries a personal fine of up to £1,000.

The “Call It! Enjoy More, Drink Less” initiative unites key organisations across Liverpool to encourage responsible drinking, arm hospitality staff with the right training, and ensure the city remains a safe space for celebrations both during the tournament and in the future.

This campaign also aligns with Liverpool City Council’s broader Road Safety initiative: if you plan to drink, leave the car at home. Following more than 1,600 arrests for drink or drug driving in 2024—alongside dozens of collisions caused by impairment, over half of which involved alcohol—planning your route home in advance is vital to making sure everyone returns safely.

Cabinet Member for Health, Wellbeing and Culture, Cllr Harry Doyle, said:

“Liverpool is known for its energy, culture, and hospitality. We want people to enjoy everything the city has to offer, especially during major events. This is about striking the right balance. Having fun while making sure we’re all looking out for each other, so everyone gets home safely.”

Director of Public Health for Liverpool, Professor Matt Ashton, said:

“We want people to come into the city, enjoy themselves and be part of the atmosphere. This campaign is focused on helping people make informed choices, like knowing when to stop, and looking out for friends. That’s key to reducing harm and making sure everyone has a positive experience.”

Sergeant Craig Carmichael from Merseyside Police said:

“Most people enjoy a night out without any issues, but alcohol can sometimes play a role when situations escalate. Recognising when enough is enough, and supporting friends to do the same, can prevent incidents and help us keep everyone safe.”

Jenny Coyle from Liverpool’s Alcohol and Tobacco Unit said:

“Licensing laws are there to protect people. This message helps both staff and the public understand their responsibilities, whether that’s refusing service or not buying drinks for someone who has had too much. It’s about creating safer environments for everyone.”