Through the distribution of posters, flyers and beermats! in resorts such as Val d'Isère, Meribel and Morzine, the Foreign Office hopes to warn more than a million Britons that binge drinking on a ski holiday can be a recipe for disaster.
Depends what you consider a disaster, right? Getting well oiled at the Apres Ski parties with some lovely fit ski bod, or finding your self lost in the snow without a coat or a clue where you are?
Basically, all they're telling you is to cop on a wee bit - make sure you've got holiday insurance - it's a ski holiday after all!
Don't go out in -15 degrees with a miniskirt on, and remember that at altitude heights of 2000m you will get drunk quicker. Follow these simple rules and you can go away to the mountain, have a blast and even make it back home in one piece.
You may even achieve the near impossible and improve your nation's reputation while abroad!