A new action plan to tackle alcohol sales during the World Cup period has been agreed between the government and the pub trade.
Industry leaders from some of the country's largest pub and nightclub operators, along with Home Office minister Vernon Coaker and licensing minister Shaun Woodward, have agreed a new action plan focusing on eliminating underage sales and sales to people who are drunk.
Rob Hayward, chief executive of the British Beer & Pub Association, said: "This action plan with government shows our sector's determination to tackle and solve problems and continue to improve practice.
"With the World Cup only weeks away we are determined to deliver an atmosphere of real celebration and enjoyment in our pubs and bars.
Home Office minister, Vernon Coaker, said: "The government will not tolerate the minority of irresponsible licensees who sell alcohol to our children or allow individuals to continue to be sold alcohol when drunk and we have given police forces the power to tackle those who continue to do so, an outlook which is shared by the industry themselves.
New licensing minister Shaun Woodward agreed: " I really welcome this action plan. I have every confidence the on-trade will deliver their promise at the bar as England deliver on their promise on the pitch."
Four key objectives agreed:
- To seek to eliminate sales to under 18s;
- Continued implementation of the Challenge 21 initiative designed to ensure younger customers understand that no ID means no sale;
- To tackle and drive down sales to people who are already drunk;
- To impress on government the detailed long-standing plans that have been put in place to ensure a successful, well-managed World Cup and summer period.