Price promotion ban 'won't cut binge drinking'

Axing price promotions and 'happy hours' in pubs and bars in the name of responsible retailing might have backfired.

Analysing an increase in 'pre-loading' among drinkers, new research concludes that current policies may "exacerbate rather than reduce alcohol-related problems."

And the report, which will appear in the January 2009 issue of international journal 'Addiction', recommends closing the gap between on-trade and off-trade pricing as well as creating a more sociable early evening atmosphere in bars.

The Canadian authors of the research say UK licensing policies banning on-trade price promotions "may be having the unintended consequence of encouraging young people to drink cheaper alcohol before going out," adding they also like to socialise with friends before heading to a noisy bar. Later closing may also encourage pre-loading.

One solution "might be to attract young people to the bar for early drinking" where they can be monitored and served standard-sized drink in "an attractive atmosphere for more intimate socialising.

"They might also set more affordable prices for early evening drinking," it continues, "although drink promotions that clearly encourage intoxication should be prohibited. In addition, on and off-premise pricing of alcoholic beverages needs to be balanced."

"It has always been the case that pubs are the home of responsible drinking," a spokesman for the British Beer & Pub Association commented.

"Pub hours have not changed much, so it's doubtful whether this is a major cause of pre-loading. Loss-leading promotions by supermarkets are likely to have a far greater impact."

Portman Group chief executive David Poley argued the most important thing was to make drunkenness socially unacceptable. "The last five years suggests an improvement in young people's drinking behaviour is already underway," he said.