Doctors call for cut in licensing hours

Doctors are calling for pubs to have their opening hours cut back as part of a drastic package of measures to tackle alcohol abuse.

The British Medical Association (BMA) wants a reduction in licensing hours for both on- and off-trade premises.

It is also calling for a ban on all alcohol marketing and promotion.

Along with ending advertising and sports sponsorship, this would include stopping happy hours, two-for-one deals and ladies' free entry promotions.

The BMA report, "Under the Influence", also calls for minimum price levels for alcohol, and tax increases above the rate of inflation and linked to alcohol strength.

The report's author, Professor Gerard Hastings, said: "Given the alcohol industry spends £800m a year in promoting alcohol in the UK, it is no surprise that children and young people see it everywhere - on TV, in magazines, on billboards, as part of music festivals or football sponsorship deals, on internet pop-ups and on social networking sites.

"Given adolescents often dislike the taste of alcohol, new products like alcopops and toffee vodka are developed and promoted as they have greater appeal to young people.

"All these promotional activities serve to normalise alcohol as an essential part of every day life. It is no surprise that young people are drawn to alcohol."

Industry watchdog the Portman Group said the BMA was ignoring the reality that alcohol advertising causes brand switching, not harmful drinking.

Chief executive David Poley said: "A ban would not improve our drinking culture and could even be counter-productive.

"Lasting social change can be achieved only through sustained education accompanied by proper enforcement of the alcohol laws."