Brown: Tough action on binge drinking
Gordon Brown has called for a "coordinated" approach to deal with underage and binge drinking.
The PM hosted a summit meeting with the on-trade, off-trade, doctors and academics this morning at Downing Street.
The PM challenged alcohol producers and retailers to take part in the effort to deal with unacceptable drinking or face tougher action in the future.
He said that the "coordinated" approach would "build upon the efforts to deal with some of the problems, particularly related to our target groups - that is young people and binge-drinkers".
A Home Office campaign launched today will target pubs, clubs and off licences in areas with high levels of alcohol-related crime and disorder.
Efforts over the Christmas period will be focused on up to 1,500 outlets in 90 areas selling alcohol to under-age drinkers or people who are already drunk.
Pubs and shops risk heavy fines or losing their licences for repeat offences.
Culture secretary James Purnell, Home secretary Jacqui Smith, Health secretary Dawn Primarolo and Home Office minister Vernon Coaker were also present.
No magic bullet
Rob Hayward, chief executive of the British Beer and Pub Association, said: "The most important outcome was the clear consensus that there is no magic bullet to deal with problem drinking and that a coordinated approach is needed to deal with this complex issue.
"A number of people made the point that short term measures like tax increases on alcohol will be unpopular with the public and will not necessarily affect problem drinking.
"Instead Government and industry must work together to emphasise the need for greater individual and parental responsibility and to put in place long-term plans to improve education on the issue."
David Poley, chief Executive of the Portman Group, the social responsibility body for drinks producers, said: "The Prime Minister's involvement shows that the industry's social responsibility work is firmly in the Government's sights.
"Drinks producers are determined to demonstrate that their activities are not encouraging harmful drinking.
"There was broad agreement that responsible drinking education and campaigning can drive further improvements in the nation's drinking culture."
