A Foreign Office campaign aimed at British tourists who intend to drink large amounts of alcohol while on skiing holidays is being launched.
It will be targeted at those heading to the French Alps, with promotions in resorts such as Val d'Isère, Meribel and Morzine.
Posters, fliers and beer mats will be distributed in an attempt to educate British tourists about the risks of consuming alcohol at high-altitude.
Sir Peter Westmacott, Britain's ambassador to France, launched the campaign with Yves Guyon, president of Lyons airport authority.
He said: "There has been an increase in recent years in the number of people who have taken the mixture of booze and skiing as part of a package and got into trouble with it."
He added that they were keen to end the "let's get p***** on the piste" attitude.
The initiative follows the death of Rachel Ward, a 20-year-old Durham University student who fell into a river after leaving the pub, without having consumed much alcohol, and suffered hypothermia. She was on a trip organised by tour operator On the Piste.