The campaign is part of the Portman Group's "If you do do drink, don't do drunk" campaign, aimed at raising awareness of the risks of excessive drinking among 18- to 24-year-olds.
It allows people to anonymously email personal ads from .
There are a number of different executions, such as one that reads: "Female aged 18-24. Likes throwing up after nights out and waking the neighbours by singing loudly. WLTM male with GSOH and lots of patience. High-earner to pay for dry-cleaning and taxis home preferred."
The site also includes a list of typical personals abbreviations but with the meanings changed. WLTM becomes "wine like there's no tomorrow" and GSOH stands for "get slaughtered on hooch". The campaign was conceived in-house by the Portman Group and implemented by Brighton-based agency Box Harry.
Jean Coussins, chief executive of the Portman Group, said: "Personal ads are a great Valentine's Day tradition so we've put together some of our own to make the point that drinking to get drunk can really rubbish your love life."
The Portman Group is funded by alcohol companies including Interbrew, Diageo, Pernod Ricard and Bacardi Brown Forman Brands. It encourages responsible marketing of alcohol.
The campaign will be sent to known contacts of the Portman Group including student groups.
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