The National Union of Students has teamed up with alcohol industry body the Portman Group to launch an anti-binge drinking campaign.
Research by the group has shown that more than 1 million 18 to 24-year-olds drink purely to get drunk every week. The NUS said that while alcohol was an "integral part" of Freshers Week, students should act responsibly.
NUS national president Mandy Telford said: "Some students may feel pressured to drink because everyone else is, or because they believe it will make them more relaxed and sociable. Drinking to excess often makes you as big a danger to yourself as to anyone else."