ON the verge of the Christmas party season it’s a sobering thought that every seven minutes someone is admitted to hospital in the North West for an alcohol-related reason.

Add that to the statistics for the amount of crime of all kinds fuelled by drink and the real cost of irresponsible boozing becomes extremely worrying.

There are many reasons for tackling a problem which also, according to a recent survey in the region, prompts 50% of people to avoid town centres at night because they are frightened of being confronted by drunken yobs.

Young people are not the only offenders however and it will be interesting to see if the special campaign to be piloted in Burnley and Pendle is strong enough to succeed.

The two districts are among six in the region selected for a joint home office and department of health initiative.

Greatly increased fines for drinking in the street, stamping out under-age booze sales and discouraging “two for one” and “ladies drink free” promotions are sensible ideas which must be properly enforced.

Also no pub should be able to make offers like “all you can drink for £10.” The social and financial costs of such promotions are far too great.