A London borough is launching a ground-breaking campaign drawn up by local Pub Watch members, police and council officers to call time on "happy hour" and binge-drinking.

The 10-point voluntary code of conduct in Richmond, Surrey, includes a commitment to stop aggressive drinks discounting in a bid to curb drink-fuelled, loutish behaviour.

Frank Dupree, landlord of Twickenham's Cabbage Patch pub, pointed the finger of blame at the pub chains, which used their buying power to cut prices. The binge-drinkers then carried the problem to independent pubs, which were more likely to have late licences, he said.

Mitchells & Butlers, however, was praised by Richmond police for producing its own code and providing posters for the campaign.

Most independent pubs have signed up, and the backers are hoping the chain-pubs will follow suit. A council spokesman said those who ignored or breached the code would come under increased scrutiny, especially when their licences came up for renewal.