The British Beer and Pub Association (BBPA) said cheap alcohol sales will be prohibited by its 32,000 members.

The move by the BBPA will affect nearly two thirds of Britain’s 59,000 pubs.

“Our members have committed themselves to stop running promotions which can fuel excessive drinking and we’re looking for support from the government and the police,” BBPA spokesman Mark Hastings told the BBC News website.

“Clearly there’s been a lot of debate around binge drinking and anti-social behaviour and happy hours have been highlighted as one of the reasons for this. That’s why we decided to take this step,” Mr Hastings added.

Schemes such as offers of a single entrance fee of £10 (A$24.95) allowing patrons to drink-all-you-can will also be stopped.

For some, the end of ‘happy hour’ marks the loss of a long-held and fondly-enjoyed tradition.

But for others, the ban has been long overdue.

British Home Office minister Hazel Blears told the BBC she welcomed the BBPA’s initiative in curbing “grossly irresponsible promotions that encourage speed drinking and in doing so, increase the risk of alcohol-fuelled violence.”

A number of surveys showing the increasing amounts of alcohol being consumed by young Britons, both men and women, has alarmed medical authorities and government officials.

Deaths from cirrhosis of the liver among 25 to 44 year olds, considered one of the best indicators of heavy drinking, have jumped almost 10-rold in the past thirty years, according to government statistics.

Joining the BBPA will be pubs including those owned by Carlsberg, Heineken, and The All Bar One.

In line with the efforts to stamp out binge-drinking in Britain, there are plans in England and Wales to change licensing laws and allow some bars to stay open 24 hours a day.

Scotland has already introduced extended drinking hours.

The government has argued that relaxing closing times will avoid the problem of having large groups of drinkers spilling out onto the streets at the same time, lessening the chances of fights, vandalism and disorderly behaviour in public places.

But alcohol experts, doctors and police have warned that longer hours may exacerbate levels of binge drinking, liver disease and crime.