The Government looks set to ban happy hours as part of a crack-down on the sale of cheap alcohol because existing voluntary codes on promotions are having little effect.

According to a report in the Guardian today an ongoing review into alcohol pricing will likely conclude promotions such as Happy hours remain wide-spread and a total ban is the only practical way to crackdown on them and combat public concerns about binge drinking.

Home Office minister Meg Hillier told the newspaper she did not want to pre-empt the outcome of the review but confirmed the Government was in fresh talks with the drinks industry about pricing policy.

The current review was instigated after the publication of the Government’s Alcohol Harm Reduction Strategy published in June claimed binge and underage drinking in the UK was out of control.

Supermarkets are also firmly in the political firing line.

Liberal Democrat MP Sandra Gidley, who introduced a private members bill last month to regulate drinks prices, claimed supermarkets using alcohol as a loss leader were attracting under-age customers and needed to be tackled.

Industry denies it's to blame for UK booze culture >>

Supermarkets undermining pubs’ responsible drinking efforts >>

Alcohol warnings to appear on drink packaging >>

Pubs to ditch happy hour >>

By Christopher Walton

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