Sir Liam suggests tax rise for booze
England's chief medical officer believes tax rises on alcohol could reduce the damage to drinkers' health.
Sir Liam Donaldson said he would "strongly commend" the use of tax as a deterrent to excessive drinking, as has been the case with tobacco.
He also said he would welcome a review of 24-hour licensing.
Reports suggest violent offences and attendances at hospital accident and emergency units have risen following the introduction of round-the-clock drinking.
Sir Liam said a ban should be considered on drinks companies sponsoring sporting activities and other events which link alcohol with fitness and glamour.
Sir Liam said: "In our culture, getting drunk is seen as an exciting and status thing to do. We need to try and get away from that."
He added: "I worry about the overall problem of alcohol misuse, the rising levels of cirrhosis. Tobacco is a good example of a public health problem that is in hand, but when we turn to obesity and alcohol misuse those are not yet anywhere near under control."
Sir Liam pointed out that the price of alcohol has fallen relative to the cost of living, making it more affordable to young people and children.
He stopped short of recommending a percentage increase in tax on a pint of beer, glass of wine or bottle of spirits.
But he said: "Like with tobacco, price works in reducing alcohol consumption. One of the target audiences is children, it's cheap for them to buy cider, for example, that would be an immediate effect."
The Conservative Party's social justice policy group, headed by Iain Duncan Smith, recently called for a 7p hike in tax on a pint of beer, 20p on a bottle of wine and 70p on a bottle of whisky, in the hope of curbing binge-drinking.
Tory leader David Cameron has yet to indicate whether he will take the idea on as official party policy.
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