Stourbridge’s MP is spearheading new measures designed to combat binge drinking by sponsoring a bill to stop the sale of cheap alcohol.

Lynda Waltho, chairman of the All-Party Parliamentary Group on Alcohol Misuse, said the bill was aimed at bringing in four strict measures which would put a stop to people drinking more than the half the weekly limit in a single sitting.

It is called the Alcohol Sales (regulation of prices and promotion) Bill.

Rules would enforce the better labelling of alcoholic drinks so they clearly showed how many units of alcohol are in each container. There would also be limits on promotions in shops and supermarkets to make sure alcohol is sold in specific signed areas, not in different parts of the store.

Restrictions would be imposed on displays of alcohol, and significant price cutting on drinks would be banned by having a set minimum cost for alcohol. This would prevent happy hours where people pay a flat rate and drink as much as they can.

But Mrs Waltho was quick to stress none of the restrictions would affect people drinking in moderation, such as enjoying a pint at their local pub or having a bottle of wine with a meal. An industry-wide council would be set up to oversee the measures and ensure they are enforced.

Mrs Waltho said: “Society pays a huge price for binge drinking.

“Alcohol is a factor in half of street crimes, and the cost to the NHS is £3.2billion.

“Most of us enjoy having a drink with friends, and may go over the top on special occasions. But this Bill aims at cutting the human toll of regular week-in, week-out binge drinking.” Alcohol Concern, the National Association of Headteachers, the British Medical Council and the Police Federation have all broadly welcomed the Bill.

Mrs Waltho added: “The drinks industry is successful and lucrative. It has to play its part in encouraging responsible drinking.

“This Bill sets out some improvements that could prevent the worst of the abuses.

“I hope that the Government will take up these proposals and make sure they are put into effect. We have to reverse the rising tide of binge drinking which is causing public squalor and private misery in many communities.”