Fines! Enforcement! Results! (not)

It looks like the Supermarkets, aka The Evil Overlords, have lobbied hard against being made the scapegoats for Pissed-Up Britain, because they seem to have been excluded from measures to stop us descending into an alcoholic pit of despaire:

But there will not be any announcements today of action to legislate over cheap supermarket alcohol promotions, which have led to police complaints that lager is sold cheaper than bottled water.

Instead ministers will make clear that the industry will be expected to stop such irresponsible promotions. An internal government review under way into possible links between pricing promotions and crime and disorder is not due to report until June. It may well lead to changes the licensing laws and competition laws later in the year if self-regulation proves to fail one last time.

Ah yes, telling supermarkets to "stop irresponsible promotions." That always works. Expect to see free whisky with every Creme Egg at a Tesco near you any day now.