The government has warned of the dangers of binge drinking. In 2000, cirrhosis of the liver killed more men than Parkinson's disease and more women than cancer of the cervix, according to its chief medical officer's annual medical report.

Professor Liam Donaldson, proposes working with the drinks industry to make problem drinking less socially acceptable: Younger drinkers are attracted to new ranges of 'designer' drinks with a relatively high alcohol level.

A British Institute of Innkeeping spokesperson said its members run their pubs in a socially responsible manner: We would like to think that our members would run promotions which were not aimed at encouraging severe binge drinking.