A strategy to bring about a cultural shift in English attitudes to alcohol have been unveiled by the government.
Ministers have unveiled plans to change the "English drinking culture" which finds drunkenness acceptable.
Underage and binge drinkers and older people who drink regularly at home without realising the health problems being caused, will be targeted.
Under-age and binge drinkers - and older people who drink regularly at home without realising the health dangers - will all be targeted.
There will be a review of "happy hours" and other drinks promotions. Areas will have to draw up alcohol strategies.
There will be a review of "happy hours" and other drinks promotions. Areas will have to draw up alcohol strategies.
Alcohol Concern's Frank Soodeen called it a "big step forward", but said more money was needed to treat alcoholics.
Alcohol Concern's Frank Soodeen called it a "big step forward", but said more money was needed to treat alcoholics.
The £10m-a-year campaign in England aims to get drinkers to take more responsibility for their behaviour .
The £10m-a-year campaign in England aims to get drinkers to take more responsibility for their behaviour.
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.
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."
Health minister Caroline Flint denied they were targeting "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.
It's almost regarded as acceptable to drink to get drunk and we want to change that attitude Vernon Coaker
The strategy, drawn up by the Home Office and the Department of Health, also backs further crackdowns on people selling alcohol to under-18s.
She said the alcohol strategy would also target young people who were "going out to get drunk" at weekends, leaving themselves vulnerable, causing problems for communities and risking long-term health problems.
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.
Instead the government wants to see a change of attitude, similar to that which happened towards drink-driving.
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
Home Office Minister Vernon Coaker added: "It is unacceptable for people to use alcohol and urinate in the street, vomit and carry on.
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.
"It's almost regarded as acceptable to drink to get drunk and we want to change that attitude."
"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.
Dependent drinkers
The moves come after some medical experts called for tighter controls on alcohol advertising and sponsorship.
The report, an update on the government's first alcohol strategy in 2004, said there were 7.1m "hazardous and harmful" drinkers in England, costing the health economy £1.3bn.
Alcohol labels
Another 1.1m "dependent drinkers" cost £403m, it said.
The strategy, drawn up by the Home Office and the Department of Health, backs further crackdowns on people selling alcohol to under-18s.
Drinks will be labelled according to alcohol units from 2008
It says parents should look at their own drinking habits, to see if they are setting a good example, and urges friends and relatives of problem drinkers to "exert influence" to help them cut down.
Since 2004 licensing laws have changed, with critics saying the changes have opened the door for round-the-clock drinking, while ministers stress new powers to deal with alcohol-fuelled disorder and under-age drinking.
The report said recent consultation said it found a "commonly held belief" that the root cause of problems was the English "drinking culture" and a willingness to tolerate drunkenness.
Referral schemes
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.
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.
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."
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.
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.
This week the government announced alcoholic drinks would carry warning labels from 2008, spelling out the number of units contained, as part of a voluntary agreement with the drinks industry.
"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.
But it does not include drinks sold by the glass and the British Medical Association does not think they go far enough.
The British Medical Association (BMA) has called for posters displaying alcohol levels in drinks to be on display in bars.
It has called for posters displaying alcohol levels in drinks to be on display in bars.
And liver expert Professor Roger Williams, who treated the late footballing star George Best, said labelling should be compulsory, alcohol should be more expensive and the legal age to buy it should be raised from 18 to 21.
How much do you drink at home? Do you drink sensibly or do you consider yourself to be a binge drinker?
How much do you drink at home? Do you drink sensibly or do you consider yourself to be a binge drinker?
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