First three regulations to tackle irresponsible drinking come into force

Licensed operators who flout a new ban on "irresponsible" drinks promotions face a maximum penalty of a £20,000 fine or six months in prison as the Government attempts to crack down on binge drinking and alcohol-related violence.

Three of six mandatory conditions - effectively amendments to the Licensing Act 2003 - come into force today. They are:

• banning irresponsible promotions such as "all you can drink for £10" offers, women-drink-free deals and speed drinking competitions;
• banning "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; and
• ensuring free tap water is available for customers.

The remaining conditions will take effect on 1 October. They are:

• ensuring all those who sell alcohol have an age verification policy in place requiring them to check the ID of anyone who looks under 18;
• ensuring that all on trade premises make available small measures of beers, wine and spirits to customers so customers have the choice between a single or double measure of spirits and a large or small glass of wine.

Commenting on the introduction of the first three conditions today, Home Office minister Alan Campbell 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."

The Government claims that while the overall level of violent crime has fallen in recent years, the level of alcohol-related violence has remained static. There were 87,000 violent incidents involving glasses or bottles, according to the British Crime Survey 2007/08.

Amended licensing laws catch operators unawares >>

Lords to vote on ban on irresponsible drink promotions >>

Government urged to clarify new licensing code >>

By Neil Gerrard

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