Drinks promotions to be banned under new code

Licensed premises will be banned from running `all you can drink` style promotions and will be forced to sell spirits and wine in two measure sizes under a mandatory code of practice, the Government confirmed today.

Opening the 12-week consultation on proposals for the new compulsory code, the Home Office confirmed that it would be pressing forward with plans to outlaw promotions encouraging people to drink alcohol to excess to help cut alcohol-related disorder.

Under the proposals, pubs and bars will also have to offer single and double measures of spirits and small and large measures of wine.

Premises refusing to abide by the new code could face losing their licence or paying a fine of up to £20k.

Home secretary Jacqui Smith said: "We do not want to stop the vast majority of people who enjoy a drink responsibly from doing so but this code will crack down on the minority of businesses whose irresponsible promotions fuel the excessive drinking that can lead people into crime and disorder or to risk their own or other`s safety. It is not about penalising the majority who trade responsibly but the Government has a duty to tackle this issue which affects us all."

Mark Hastings of the British Beer and Pub Association called the proposals `disproportionate and excessive` and said they would place an extra burden on struggling pubs if implemented. The Association of Licensed Multiple Retailers also said the move was `unwelcome and unnecessary`.

The Government said it had decided not to press ahead with a minimum price per unit, but was looking to introduce a `flexible secondary set of conditions` that can be imposed by local licensing authorities.

They include restricting happy hour promotions, requiring staff to operate a Challenge 21 policy and banning glasses in alcohol crime hot spots.