Mr Bull's condition is constantly monitored by Dr Mark Wright, a consultant hepatologist at Southampton General Hospital.

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"It can sneak up on you, " says Dr. Kevin Mullen, a hepatologist at the Case Western Reserve University School of Medicine.

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"People are going to call us nuts, but that's all right, I've been called worse, " said Guy Neff, who is a hepatologist.

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Professor Graham Foster, consultant hepatologist at The Royal London Hospital, welcomed the new campaign but said much more needed to be done.

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Dr Richard Aspinall, a consultant hepatologist at Queen Alexandra Hospital in Portsmouth, said the amount people drank on their own at home could slowly creep up.

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