Recidivists have to realise that the law applies to them, that their drink-driving will be addressed by the police and that they will face the severe consequences that follow.We also need to try to caution young drivers and to recognise that perhaps some of the effects of advertising on a whole variety of matters—advertising that brought the issue to the attention of people of my generation and led to a cultural change—are perhaps diminishing.We need to work with all agencies—the fire and rescue service, the police and education authorities—to ensure not only that we enforce the law and that the law is appropriate, but that we change the culture and remind young drivers that driving under the influence of alcohol is likely to cost them their lives...