Pubs and clubs encouraging binge drinking with their promotion strategies are facing a dressing down from the government.

Ministers are reportedly planning an eradication of the happy hour culture – originally intended to boost sales during slow times of the day – as alcohol is now estimated to cost the UK around £20bn a year through drink-related crime, lost days at work and NHS treatment.

Local councils will be given more powers to control licenses – or even remove them – if landlords are deemed to be practicing irresponsible promotional campaigns.

According to current laws, licensing falls under the responsibility of magistrates and is for renewal every three years.

That, however, could soon change, as the proposals – introduced under the new licensing act that comes into force next year – will allow councils to penalise license holders on a short notice.

The full recommendations will be presented in a report by Downing Street later this month.