With thousands of students about to embark next month on the annual ritual of freshers' week, the National Union of Students and the Portman Group, funded by the drinks industry, today urged them to be sensible.

Drinking just to get drunk should be as socially unacceptable as drink driving, says the campaign, which calls into question some of the activities traditionally organised by student unions up and down the country. Under the slogan "If you do do drink, don't do drunk", the NUS is hoping to highlight dangers like accidental injuries and unprotected sex that result from drunkenness.

NUS president Mandy Telford said: "NUS recognises that drinking is often an integral part of freshers' week, however, we urge students to drink and act responsibly. Some students may feel pressured to drink because everyone else is or because they believe it will make them more relaxed and sociable.

"Research shows that people are more likely to have unprotected sex and act aggressively when drunk and NUS advises students to know their limits and stick to them. Aside from the health risks and likely adverse affect on your studies, drinking to excess often leaves you as big a danger to yourself as you are to anyone else," added Ms Telford.

Jean Coussins, director of the Portman Group, said: "Most of us enjoy a drink without harming ourselves or others. But some people don't know when to stop and that can lead to problems. Our campaign aims to show them the downsides of drinking to excess and to encourage moderate drinkers to challenge the behaviour of their friends and loved ones who might go over the top."