It might seem obvious: drinking and skiing don’t mix. But in reaction to the deaths of more than 30 Britons last year in alpine accidents, many of them involving alcohol, the British government has launched an antidrinking campaign at French ski resorts.

“We’re telling our compatriots to be careful,” the British ambassador, Peter Westmacott, told Reuters. “When you consume too much alcohol at an altitude and it’s cold, the danger is greater.”

Drawn by heavy promotions, more than 700,000 Britons visited the French resorts last season.