Oldham council is now focusing attention on the off-trade in its bold approach to addressing cheap drinks promotions. Following the reported success of measures to prevent bars and clubs from selling alcohol through 'irresponsible' promotions, Oldham's Trading Standards have recently sent 15 supermarkets this written proposal on measures to adopt should they wish to sell alcohol below 50 pence per unit.
The proposal suggests supermarkets wishing to sell discounted alcohol (below 50p per unit) should set up 'designated alcohol sales zones' - discounted alcohol promotions would not be allowed to be displayed elsewhere on the shop floor. The identified zones would also be supervised cordoned-off areas and should include social responsibility messages on display.
Earlier this year Oldham council received significant media attention and a BBC Panorama feature report after using licensing reviews to take action on premises selling alcohol below 75 pence per unit. Oldham council reviewed the licenses of 22 bars and clubs in Oldham town centre where alcohol-related crime and disorder was reported to have increased dramatically. Premises who wished to sell alcohol below 75 pence per unit were required to adopt a number of measures - such as regulated queues and a 2 drink per round limit - or risk losing their license.
It is not yet known how the supermarkets are likely to respond to the proposals. Recently it was confirmed a mandatory code for responsible retailing has become statute, though the conditions are not set and will not prevent heavy discounting by the off-trade. However the Conservative party have pledged to target taxes at 'cheap drinks that fuel anti-social behaviour', after Cameron hit out at the “unbelievably low prices of some alcohol” and "loss-leading" by supermarkets.
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