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In a move aimed at trying to discourage binge drinking among the young, Asda has introduced a series of tighter measures regarding alcohol sales.

From April 7th, the supermarket will ban the sale of alcohol between midnight and 06:00 GMT in city centre stores and will also extend proof-of-age initiative Challenge 25 to 100 further stores.

Fruit-flavoured shot-sized products will be removed from sale and under-18s who try to buy alcohol illegally could face prosecution by the retailer.

Additionally, Asda said it would invest £1 million into youth projects that are aimed at cutting alcohol use among youngsters.

"Our aim is to make it practically impossible for under-18s to break the law in our stores," commented Andy Bond, Asda chief executive officer and president.

He added that "a zero-tolerance approach" is needed to discourage teenage drinking.

The move comes after Tesco, Waitrose and Threshers recently agreed to ban super-strength alcohol products from their central London stores to help clamp down on binge drinking in the capital.

Article published on 26/02/2008 by DryOutNow.com

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