Responsible drinking messages on packaging for alcoholic drinks are helping to "improve the nation's drinking habits", the Portman Group has said.

The alcoholic drinks body said that there had been a fall in the number of 16- to 24-year-olds "binge drinking" since 2003, and 86% of the population was aware of the recommended units of alcohol.

However, a recent survey by pollster YouGov found that people aged 30 to 50 were more likely to drink more than is recommended - 44% of those questioned admitted they had not stuck to the limit, compared with 40% of those aged 18 to 29.

A spokesperson for the Portman Group said if people informed of the risks involved with excess drinking consumed over the limit, then it was "their choice", but the body would continue to campaign for sensible drinking.

"None of this [information] will have an impact, unless people take responsibility for their actions," he said.

The Portman Group said that responsible drinking messages had appeared on 3 billion drinks containers and on £150m worth of print, poster, cinema and television advertising in the past year.

Portman Group members, such as Diageo, Pernod Ricard and Scottish & Newcastle, account for more than 60% of the alcohol sold in the UK, and it is the largest financial supporter of the Drinkaware Trust.