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Asda cracks down on alcohol sales

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.

DryOutNow.com provides highly practical help for people with alcohol problems, their friends and relatives. DryOutNow.com also provides free resources for healthcare professionals such as medical information and alcohol treatment guidelines.

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