THE company that owns two of East Lancashire’s biggest nightclubs has been slammed for encouraging binge-drinking with ‘happy hour’ promotions.

Luminar, which is Britain’s biggest nightclub operator and owns the Lava and Ignite establishment in Burnley and Liquid and Envy in Blackburn, was criticised for advertising mid-week deals with offers as low as 80p on all drinks.

Until recently, as a condition of their licenses, many pubs and clubs had to adhere to the British Beer and Pub Association’s code for responsible drinking.

But that has been withdrawn and police and campaign group Alcohol Concern now believe the Government should abandon self-regulation to prevent and increase in street violence and alcohol abuse.

Chris Allison, who is the Association of Chief Police Officers (ACPO) lead on licensing and deputy assistant commissioner in the Metropolitan Police, urged the Government to take action.

He said: "The industry has a vital part to play in helping to reduce the excessive drinking that leads to alcohol fuelled disorder that blights our society.

"Sadly the trade repeatedly show that they cannot be relied upon to consistently act in a responsible way.

"It is now time for the Government to take firm action against the trade and to legislate to ensure that the licensing trade always act responsibly."

Council leaders in East Lancashire blamed the current economic climate for the low prices and urged purveyors of alcohol to take some responsibility.

Blackburn Council leader Colin Rigby said: “The reality of life is that the market will dictate the prices. What’s happening is that the recession has started and they’re cutting prices to get people in.”

Burnley Council leader Gordon Birtwistle added: “Acting responsibly is not just an issue for those who drink alcohol, but it is an issue for those who sell alcohol too – be they nightclubs or off licenses.

"This Council supports the police. Action does need to be taken, as the message to drink sensibly is diluted by promotions that actively encourage drinkers to over indulge in cheap drink, two-for-one deals and various other promotions.

“This is a national issue but one that impacts on Burnley and one that we need support from alcohol sellers, as too many people are damaging their own health or that of other people through anti-social behaviour.”

Luminar Leisure were unavailable to comment.