As the World Cup begins, Liverpool City Council is encouraging football fans to enjoy the excitement of match days while knowing when to “call it” on drinking. The campaign, “Call It! Enjoy More, Drink Less”, is delivered in partnership with Merseyside Police, Liverpool John Moores University and the Police and Crime Commissioner. It supports safer nights out during one of the busiest periods for the city and reinforces Liverpool’s role as a Purple Flag city with a strong and vibrant night-time economy.

The campaign is not about telling people not to drink. Its focus is on helping people recognise when enough is enough, make informed choices, and look after their friends. With thousands expected to gather in the city centre, pubs and bars to watch the matches, small decisions can make a real difference, whether that means skipping another round, helping a friend who has had too much, or making sure everyone gets home safely.

Liverpool continues to face serious alcohol-related harm, including thousands of alcohol-related hospital admissions each year and more than 8,000 alcohol-related crimes. Alcohol can also be a factor when situations escalate into violence, with the greatest impacts often felt in more deprived communities. The campaign highlights that safer drinking is not only about individual behaviour, but also about reducing pressure on venues, emergency services and city centre safety during major events.

The initiative also reminds both venues and the public of their responsibilities under UK licensing law. It is illegal to serve alcohol to someone who is drunk, and it is also an offence to buy alcohol for someone who is already drunk. The campaign links this message with Liverpool City Council’s road safety work, reminding people not to drive after drinking. With more than 1,600 arrests for drink or drug driving in 2024 and dozens of collisions linked to impairment, planning ahead is an important part of making sure the celebrations end safely.

Find more from Liverpool City Council (UK, June 2026)