A ‘One Too Many’ campaign has been introduced by the aviation sector to remind an expected 4.5 million passengers over the festive period to behave responsibly or risk tough penalties.

Travel retailers, airlines and airports have joined forces to raise awareness of the consequences of drinking to excess when flying.

The government-backed winter strategy brings together major trade associations in the aviation industry.

Airports who participated in a similar summer campaign, MAG (Manchester, Stansted and East Midlands), Newcastle, Birmingham, Bristol, Gatwick and the AGS Airport Group (Aberdeen, Glasgow and Southampton) are participating this winter.

Heathrow, Liverpool John Lennon airport and Belfast International are joining to bring the total number of airports participating to 13.

The original campaign ran for ten weeks from July 27 to remind passengers that they could be denied boarding, face fines of up to £80,000, or jail for serious disruptive incidents.

A new ten-week social media campaign inlcudes revamped campaign imagery aimed at those flying home for Christmas, making the most of the ski season or jetting off in search of winter sun.

Iata Europe regional vice president Rafael Schvartzman said: “The issue of disruptive passengers has always been taken very seriously, as when they do happen the impact has serious consequences for fellow passengers, employees working in the air and at the airport, as well as for the passenger causing the disruption.

“Disruptive behaviour over the Christmas period is not confined to airports or air travel. However, as it is a busy season for flying, we want to make sure no one’s journey is affected by another passenger’s behaviour.

“The One Too Many campaign will help to prevent this as much as possible and raise further public awareness of the clear consequences of disruptive behaviour while flying.”

Francois Bourienne, chair of the UK Travel Retail Forum, said: “We are pleased that Iata, Airport Operators Association and Airlines UK have joined us again to reinforce to passengers flying over the winter season that irresponsible drinking and the associated behaviours will not be tolerated.

“These incidents were already rare, but we’re pleased to have experienced a reduction.

“For example, at Glasgow airport incidents were reduced by 30% over the summer months in light of highlighting the zero-tolerance approach.

“Christmas is always a busy time across the UK’s airports and we expect this year to be no exception.

“There will also be no exceptions for those who behave disruptively, and stiff penalties are already available to deal with those who inconvenience others through their behaviour.

“We encourage passengers to enjoy their journey and be mindful of their fellow travellers as they make it home or to their holiday destination.”