BINGE drinkers in East Lancashire have been warned they could start to look ten years older if they don't stop boozing.

Action groups have spoken out after a new report revealed excessive alcohol abuse damages looks for life.

The study was carried out by the Portman Group, a research body funded by the drinks industry.

Christine Nicholls, the administrator at the Alcohol and Drug Service, in Bull Street, Burnley, said she has been shocked when some clients reveal their age - as she thought they were much older.

She said: "Quite often I am absolutely amazed as most heavy drinkers look ten years older than they actually are.

"Drinking really does affect the way you look so any campaign which will appeal to women's vanity and make them think more about their drinking habits is good thing

"I don't think it will impact on those who have a serious addiction as they have deep-seated issues, but it may make binge or social drinkers think twice.

"The good news is that when we watch someone go through the detox process. their eyes begin to sparkle again and their skin gets its glow back - which is wonderful to see."

Stephen Morton, director of public health for Hyndburn and the Ribble Valley, said: "Drinking is a whole different issue for women, compared to men.

"Women have more body fat and less body water, so they have more of a problem breaking alcohol down.

"Drinking alcohol to excess can cause weight gain, broken veins, bloodshot eyes and increase the risk of injury.

"As younger women are drinking the same amounts as men these days, they are also vulnerable to alcohol-related illnesses, such as severe liver damage, strokes and coronary heart disease."

The Portman Group has launched a campaign based on a spoof cosmetic, Masq Creme de Regret, warning of the effects of excessive boozing on looks.

Posters and postcards featuring the spoof ad will be distributed to pubs and bars across the country next month, aiming to combat the increasing proportion of young women drinking more than 35 units of alcohol a week - the recommended limit is just 14 units.

This has more than tripled in four years, from three per cent in 1998 to 10 per cent in 2002.

Richard Gidlow, a social worker at Blackburn and District Community Alcohol Service, said: "We used to treat more men with alcohol issues than women but now the figure is equal.

"I hope that is because more women are coming forward to ask for help after they have accepted they have a problem.

"Alcohol seriously affects looks because, after all, it is a poison and one of the strongest diuretics there is.

"It is widely recognised that people need to keep hydrated to have a nice complexion and alcohol works against this.

"The liver and kidneys will also be working hard to break down the alcohol so cannot purify the blood in the same way, which will also affect appearance.

"I am afraid that it is true, like with smokers, you can spot a drinker by the pallor of their skin and colour of their eyes."