Government calls time on irresponsible drinking

The government is finally calling time on ‘irresponsible’ drink promotions.

Now, promotions including “all you can drink for £10”, women free drinks, speed drinking competitions and games such as the “dentist’s Chair” where alcohol is poured down a customer’s throat will be banned.

Other conditions of a new proposed mandatory code for alcohol retailers include a compulsory requirement to check under 18s for ID, giving out free tap water on request and making sure customers have a choice between smaller measures.

The government is intending to crack down on alcohol fuelled crime and disorder, which it estimates costs the UK between £8 billion to £13 billion every year.

Premises breaking the new code could face losing their licence or even a fine of £20,000 and six months imprisonment.

The code will be introduced in two stages starting on 6 April 2010.

Conditions on the age verification process and ensuring availability of smaller measures will come into effect on 1 October 2010, allowing retailers time to prepare.

The new proposals were announced today by Home Secretary Alan Johnson who said: “Alcohol-related crime costs the UK billions of pounds every year and while the vast majority of retailers are responsible, a minority continue to run irresponsible promotions which fuel the excessive drinking that leads to alcohol-related crime and disorder.

“These practices have a real impact on society not to mention the lives of those who just want to enjoy a good night out. The government and the industry have a duty to act, this mandatory code will allow us to take action against an issue which affects us all.

Secretary of State for Health, Andy Burnham said that reducing the number of alcohol related hospital admissions and helping out those who are dependent on alcohol will be part of the work.

He said: “Public concern about alcohol misuse is growing – it affects people’s health and costs the NHS over £2.5 billion every year.”