THE drinks industry must play its part in curbing the binge culture, says a leading public health figure.

Prof Dr John Ashton, North West regional director for public health, is calling for a radical re-think of Government plans for extended pub opening hours.

He believes that instead of granting all licensed premises the right to stay open for longer, pubs and clubs should be required to earn the right to an extended hours licence.

"The proposal at the moment is that licensing hours will be extended, but publicans and club owners who abuse the position by serving liquor to people who are under age or already intoxicated will lose their licences," Prof Ashton says.

"I would rather see a change in the burden of proof, with licences for extended opening only being granted to clubs and pubs that are able to demonstrate a record of social responsibility and care."

He says the drinks industry could play a part in curbing rogue landlords by funding the appointment of information clerks who would be in hospital accident and emergency departments.

"Anyone coming into A and E as a result of drink or with a drink-related injury or illness would be asked where their last drink was served. The clerks would then record this information on a database which would help to identify patterns of bad practice," says Professor Ashton.

"I sympathise with those police chiefs who are worried that 24-hours pub opening will not lead to a change in culture and a more mature and responsibility attitude."

And he adds: "We need to forge a partnership with the drinks industry and pub landlords to help foster a Mediterranean approach to drinking, where beer is savoured like a fine wine, rather than swilled down in the shortest possible time at weekends."