Drinks industry leaders have offered a lukewarm response to the UK Government’s plan to introduce a mandatory code on alcoholic drinks sales in the country.

After months of wrangling over details, the Government announced today (19 January) that it will implement the five-point code in different stages during 2010.

So-called “all you can drink” offers will be banned, tap water must be available free to drinkers and bars must provide “small measures” of beers, wine and spirits, the Government said.

Age verification policies must also be in place and the so-called “dentist’s chair” – where drink is poured directly into consumers’ mouths – will be banned.

Breach of the code carries a maximum GBP20,000 fine and up to six months in prison, said the Government, which says that alcohol-related harm costs the UK health service GBP2.5bn every year.

Drinks trade bodies gave a mixed response to the code today (19 January).

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Lobbying efforts have already succeeded in watering down its length and delaying its implementation.

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