Irresponsible drinks promotions banned from today
Irresponsible promotions including "all you can drink for £10" and "dentist chairs" have been banned under tough new powers introduced yesterday.

The measure has been introduced in a bid to cut alcohol-related crime and disorder, which costs the UK taxpayer £8 and £13 billion a year.

The mandatory code requires that alcohol retailers are no longer able to offer "all you can drink for £10" offers or women drink free deals, or speed drinking competitions.

The Government hopes the code will lead to consistent good practice and help crack down on problem premises where irresponsible drinking could put individuals at risk and lead to crime and antisocial behaviour.

The ban also extends to "dentist’s chairs", where drink is poured directly into the mouths of customers making it impossible for them to control the amount they are drinking.

The code will also ensure free tap water is available for customers, allowing people to space out their drinks and reduce the risks of becoming dangerously drunk.

The measure was announced yesterday by Home Office Minister Alan Campbell.

He 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.

"The code will see an end to these promotions and ensure premises check the ID of those who appear to be underage helping to make our towns and city centres safer places for those who just want to enjoy a good night out."

Any premises that breach the mandatory code or any secondary conditions that have been imposed will face a range of possible sanctions including losing their licence, having additional tough conditions imposed on their licence or, on summary conviction a maximum £20,000 fine and/or six months imprisonment.