TOUGH new measures to crack down on alcohol misuse would be welcomed in Worcestershire, according to a county health chief.

Coun Marcus Hart, chairman of Worcestershire County Council’s health and wellbeing board, says that the county needs to crack down on bingeing and develop a culture where “sensible drinking is the norm”.

His comments come after the Alcohol Health Alliance, a national group of more than 70 health groups and professionals, released a detailed report calling for the Government to introduce several measures to tackle problems with alcohol.

Its recommendations include a minimum price of 50p per unit of alcohol, at least one third of alcohol labelling being given over to health warnings, a ban on alcohol advertising and sponsorship and a new tax system where the levy is proportionate to the volume of alcohol contained in a product.

The report also calls for a full review of licensing legislation and for a new independent body to be set up to regulate alcohol promotion and packaging.

Sir Ian Gilmore, who chairs the Alcohol Health Alliance, called the report a “blueprint for action, now and in the future” and Coun Hart said he was supportive of any proposals that would improve health in Worcestershire.

“Drinking too much alcohol increases the risk of serious mental health, cardio-vascular disease and liver disease as well as cancer and is linked to dementia,” he said. “We certainly support any proposals that would help reduce the number of people across the county drinking at levels that increase the risk to their health.

“We need to work to develop a culture where sensible drinking is the norm and will work with colleagues in licensing and planning to ensure licence-holders act in responsible ways.”