Drink gimmicks face crackdown

Pubs, clubs and bars face a crackdown on booze sales in a Government move to ban all-you-can-drink promotions.

Speed drinking competitions and “dentist chairs” — pouring alcohol directly into someone’s mouth — could also soon be a thing of the past.

Alcohol-fuelled crime and health conditions cost the taxpayer £13 billion every year, and yesterday the Government announced the latest plan to tackle booze-bingeing Britain.

The mandatory code will also hit “all you can drink” deals and bulk-buy discounts at supermarkets.

Breaches of the code could be punished with a fine of up to £20,000. Landlords could lose their licence and face up to six months in prison.

Home Secretary Jacqui Smith will say she does not want to penalise responsible drinkers and businesses, or impose a blanket ban on “happy hours”, but insisted action was needed. She said: "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.”

The consultation also says powers could be given to councils to target specific outlets, such as night-clubs, if they are causing drink-fuelled violence.