According to the licensing enforcement body, students without a licence are too sceptical about whether they will be caught and the prospect of prosecution.
To highlight the seriousness of the offence the campaign will adopt an "anti-humour" stance, according to Proximity London, the agency behind the campaign.
As part of campaign, cartoon-style jokes are used with serious punchlines such as "What do you call a student watching TV without a licence?", followed by the line "A first time offender".
The campaign involves direct mail, viral emails and ambient posters on campuses, such as parking signs for detector vans.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the
.jpg)
.jpg)