Move to end cheap booze culture

The Alcohol Commission, which was established by Labour, urged Scottish Ministers to lobby the Westminster Government to bring in a ban on selling alcohol at below "floor price" of the cost of production, plus the cost of duty and VAT.

In addition to that, it called for a ban on sponsorship of sports by alcohol companies.

The commission also wants advertising of cheap drink promotions in the media to end, with consideration to be given to a total ban on alcohol advertising.

The Scottish Government has already put forward measures aimed at dealing with the country's drinking culture – including controversial plans for a minimum price per unit for alcohol – but the commission warned the creation of a separate pricing structure in Scotland could lead to a black market.

Commission chairwoman Professor Sally Brown argued their approach would mean extra money raised from increased drink prices would go to the public purse, not retailers or producers

New research shows that more than a quarter of drinkers exceed healthy limits every week.

A survey by the North West Public Health Observatory showed illnesses caused by alcohol rose rapidly during the past five years.

Northerners were the hardest drinkers but the most alcohol-related crimes were committed in London.

Observatory director Professor Mark Bellis said: "The price we pay for turning a blind eye to the real extent of alcohol abuse across England is reflected in the new Local Alcohol Profiles for England and it is a price that is paid especially by the poorest communities. The English death toll from alcohol now exceeds fifteen and a half thousand people every year.

"It is time to recognise that we are not a population of responsible drinkers with just a handful of irresponsible individuals ruining it for others.

"Over one in four drinkers exceed weekly limits according to national surveys and alcohol sales figures suggest the number is much higher.

"At weekends, by the early morning hours our city centres do not have just a few drunk individuals in – actually most people are drunk yet continue to be able to buy alcohol despite such sales being illegal.

"We need to see the real cost of alcohol reflected in the price it is sold at and the warnings about the dangers that alcohol represents not relegated to a tiny corner in alcohol adverts, but written large enough for people to recognise the seriousness of the risks."