An alcohol strategy designed to cut levels of underage and binge drinking is being unveiled by the government.
A strategy to bring about a cultural shift in English attitudes to alcohol have been unveiled by the government.
A £10m-a-year campaign to alter the behaviour of young people, so they drink and act more responsibly, will be a central part of the England strategy.
Underage and binge drinkers and older people who drink regularly at home without realising the health problems being caused, will be targeted.
It also aims to educate an older age group, whose drinking at home may be reaching dangerous levels.
There will be a review of "happy hours" and other drinks promotions. Areas will have to draw up alcohol strategies.
Ministers will announce a review to establish whether promotions and pricing are linked to excess drinking.
Alcohol Concern's Frank Soodeen called it a "big step forward", but said more money was needed to treat alcoholics.
The moves come after some medical experts called for tighter controls on alcohol advertising and sponsorship.
The £10m-a-year campaign in England aims to get drinkers to take more responsibility for their behaviour .
An independent panel will be set up to provide advice to teenagers, parents and teachers about safe drinking levels.
Other measures could include health warnings, labelling changes and steps to deal with alcohol-related violence.
Three groups
Three groups
It will be the first time such a strategy will target older drinkers who drink too much at home in the evenings.
Health minister Caroline Flint denied they were targeted "middle aged, middle class hardened drinkers", but said: "There are people, adults, who on a very regular basis are probably drinking twice the amount that is recommended."
She said the alcohol strategy would also target young people who "going out to get drunk on a Friday and Saturday night", who leave themselves vulnerable, cause problems for communities and are at risk of long term health problems.
The strategy, drawn up by the Home Office and the Department of Health, also backs further crackdowns on people selling alcohol to under-18s.
Since the government's first alcohol strategy in 2004, much of the focus has been on licensing law reforms and new powers to deal with alcohol-fuelled disorder and underage drinking.
Since the government's first alcohol strategy in 2004, much of the focus has been on licensing law reforms and new powers to deal with alcohol-fuelled disorder and underage drinking.
The updated strategy has been developed by the Home Office and the Department of Health.
But I think what we're also trying to do is to say as a society let's think about the attitude that we have to drink Vernon CoakerHome Office minister
A Home Office spokesman said: "What it is going to be looking at is three broad-based groups.
Minister Vernon Coaker told BBC Radio Five Live the government had given police more power to deal with drunkenness, had reviewed education in schools and looked at treatment services.
"These include underage drinkers, binge drinkers and slightly older, stay-at-home drinkers who may not know what damage they are doing to themselves."
"But I think what we're also trying to do is to say as a society let's think about the attitude that we have to drink," he added.
The moves come after some medical experts called for tighter controls on alcohol advertising and sponsorship.
Alcohol labels
The strategy backs more guidance on safe drinking levels for teenagers, parents and teachers, helplines for those who want to cut down, a review of NHS alcohol spending, and tougher punishments for drunken behaviour.
Alcohol referral schemes are also to be introduced for alcoholics, in the same way that drug addicts are sent for compulsory counselling after being arrested.
Mr Soodeen welcomed the strategy, adding: "We are incredibly excited. It looks far more ambitious and far reaching than its predecessor."
But he said the government had not laid out plans to invest more in treatment.
Richard Kramer, director of policy for drug charity Turning Point, said it was important the strategy did not just concentrate on underage drinking.
Richard Kramer, director of policy for drug charity Turning Point, said it was important the strategy did not just concentrate on underage drinking.
Alcohol posters
"Many people with alcohol problems have concurrent mental health problems or other drug issues and are often turned away from services that cannot cater for their complex needs," he said.
"Many people with alcohol problems have concurrent mental health problems or other drug issues and are often turned away from services that cannot cater for their complex needs," he said.
"There should be a multi-agency approach with all bodies trained to work with those with complex needs, who are currently excluded from services."
The British Medical Association (BMA) has called for posters displaying alcohol levels in drinks to be on display in bars.
The British Medical Association (BMA) has called for posters displaying alcohol levels in drinks to be on display in bars.
Dr Vivienne Nathanson, the BMA's head of science and ethics, said: "The trouble is that whenever you are in a pub you do not ask to look at the label on a bottle of wine.
"If you don't know how much alcohol there is in a given glass in front of you, it's hard to work out how much alcohol you have had that day or week."
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