Sir, As Directors of Public Health in the North West, we believe that the time has come for effective action to stop the irresponsible sale of cut-price alcohol by the off-trade. We welcome the Government’s recent proposals to introduce a mandatory code for alcohol retailers and believe that this should be implemented at the earliest opportunity to address increased alcohol consumption and health harm in the UK. However, we also urge the Government to take further decisive action by bringing forward legislation to introduce a minimum price per unit for alcohol of 50p per unit.

None of us comes to this policy solution easily. However, despite considerable investment in the NHS and public health messages, a new Licensing Act and efforts by the industry itself, HMRC figures show that the overall consumption of alcohol continues to rise, as measured by volume of alcohol sold. Hospital admissions due to alcohol harm have risen by 64 per cent in the North West in the past five years. Apart from the implications for public health of this situation, we believe that the cost to the NHS in the North West of £400 million per year is simply unsustainable.

Of course, personal responsibility must continue to be part of our collective focus in tackling alcohol consumption, but it is naive for any of us to think it can be the sole focus. Alcohol is sufficiently price elastic for the aggressive price-cutting we have seen in recent years to affect individual consumption. It follows, as Sheffield University has shown, that raising the price of the cheapest alcohol sold would affect overall consumption and would target effectively the consumption of those that drink above moderate levels.

We know that the Government has argued that it does not wish to penalise moderate drinkers. Neither do we. A unit price of 50p means £1.50 for a pint in the pub or £4.50 for a bottle of wine in the supermarket. Is this really too much to pay to save 3,393 lives per year, to cut crimes by 45,800 and save the country £1 billion every year in alcohol-related costs?

We urge the Government to act quickly and decisively. The political leadership that was shown on smoking in public places needs to be shown on alcohol too. As with smoking, the politicians that take a lead in combating alcohol harm may find that they command the public’s respect and support as a result.

Dr Arif Rajpura
Blackpool PCT

Dr Diana Forrest
Knowsley PCT

Professor John Ashton
Cumbria PCT

Dr Julie Higgins
Salford PCT

Dr Abdul Razzaq
Trafford PCT

Fiona Johnstone
Halton and St Helens PCT

Dr Frank Atherton
North Lancashire PCT

Dr Stephen Watkins
Stockport PCT

Alan Higgins
Oldham PCT

Dr Rita Robertson
Warrington PCT

Janet Atherton
Sefton PCT

Jan Hutchison
Bolton PCT

Melanie Sirotkin
Tameside and Glossop PCT

Dr Kate Ardern
Ashton, Leigh and Wigan PCT

Dr Sheila Will
Heywood, Middleton and Rochdale PCT

Dr Peter Elton
Bury PCT

Dr Ellis Friedman
East Lancashire PCT

Maggi Morris
Central Lancashire PCT

Dr Heather Grimbaldeston
Central and Eastern Cheshire PCT

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