The British Beer and Pub Association (BBPA) has announced that all of its 32,000 members have banned ‘happy hours’ – the cheap alcohol sales which often include drink-all-you can and two-for-one schemes.

The ban, introduced today, takes effect immediately and is part of the BBPA’s bid to combat binge-drinking and alcohol-related anti-social behaviour.

Mark Hastings, BBPA’s director of communications, said: “Offers that encourage people to drink too much too quickly – such as drinking games and all you can drink for just £10 on the door – have no place in our sector and we are determined to stamp them out.

“With the backing of the government, the police and licensing authorities across the UK, we aim to ensure that all pubs operate to these standards of corporate and community responsibility.

BBPA members – which include Enterprise Inns, Regent Inns, The Spirit Group, Punch Pub Company and Scottish & Newcastle – account for around two thirds of the UK’s 59,000 pubs.

Hastings hopes that other, non-member pubs will join the ban. “Irresponsible promotions damage the reputation of the sector and have no place in a licensed business” he said.

“We are determined to play a leading role in improving practice throughout the industry.”