The campaign by regional anti-alcohol group Balance is designed to shock viewers into realising that alcohol is in the same cancer-causing category as tobacco smoke and asbestos.
As the tumour grows in the man’s beer glass, a voiceover says: “The more you drink and the more often you drink, the more you increase your risk of developing cancer.”
Colin Shevills, director of Balance, said: “We appreciate that this is quite an uncomfortable film to watch, but evidence tells us that hard-hitting campaigns work and we want to highlight the harms that can be caused by drinking too much, too often.
“Unlike tobacco very few people associate alcohol with cancer and we need these perceptions to change.
"We need to continue to raise awareness of the potential health impacts caused by alcohol.
“Alcohol is linked to more than 60 different medical conditions, including liver disease, cancer, osteoporosis, stomach ulcers, raised blood pressure, stroke and dementia.
"As the campaign says, alcohol is a group one carcinogen, like tobacco smoke and asbestos - it shouldn't be treated like any other commodity. "Regularly drinking over the recommended limits can put you at risk, so the message here is moderation - the more you cut down, the more you reduce the risk.”
Watch the video here: