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A review of retailers showed many were not following a voluntary code calling on them to display details on units and to encourage sensible drinking.

Ministers have responded by launching a consultation on proposed laws covering happy hours, promotion and labelling.

It comes as figures suggest the scale of alcohol-related hospital admissions was much higher than thought.

Office for National Statistics data had suggested the figure for hospital admissions was just over 200,000.

But this only covered illness caused directly by alcohol such as liver disease.

Department of Health figures for England showed that when deaths from cancer, heart disease and strokes were taken into account the total topped 800,000 a year.

The figure represents a doubling of the numbers in the last four years, leaving the cost to the NHS standing at £2.7bn.

Doctors said drinking levels were now a major health concern.

But public health minister Dawn Primarolo preferred to focus on the role of industry, saying the response to the voluntary code - parts of which were introduced in 1998 - was "disappointing".

"The evidence clearly makes this the right time to consult on a far tougher approach to the alcohol industry.

"Obviously individuals have to take responsibility for their drinking, but others, including the industry, also have a role to play."

The consultation, which will run until October, covers a range of initiatives.

Curbs

It raises the prospect on curbs being introduced on happy hours, checkout displays in shops and labelling, showing how many units each drink contains and what the recommended drinking levels are.

On labelling, the industry was first asked to display the number of units in each drink back in 1998, but a recent survey by consultants KPMG showed 43% of products did not display the information.

The review also revealed that just 3% were displaying the labelling scheme in its entirety.

However, the deadline for the recommended limits is not until the end of the year.

Another review is planned to coincide with that, by which time the government's review of the impact of pricing on alcohol consumption will have been fully completed by Sheffield University.

Interim findings published to coincide with the consultation suggested there was particularly in the young and heavy drinkers.

This report is seen as a key piece of evidence as expert have claimed that the rises in consumption seen since the 1970s is intrinsically linked to falling prices.

Ian Gillmore, president of the Royal College of Physicians and chairman of the UK Alcohol Health Alliance, pointed out one in four adults is drinking more than the recommended daily amount.

"This is not just something affecting a small minority, it is not about the binge-drinking culture, it is affecting a large part of society.

"If we don't get to grips with it, it will have serious health repercussions.

"The key to tackling this is price. Alcohol is too cheap and that has driven up consumption."

But industry representatives said new laws were unnecessary.

Jeremy Beadles, chief executive of the Wine and Spirit Trade Association, said the proposals would just increase the price for responsible drinkers.

Instead, he said ministers should concentrate on using the current framework to promote moderation.

"Culture change will take time, but we should start by enforcing the numerous laws we have and build on the education and information programmes."

(BBC)

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