Tougher Government measures are needed to curb excessive drinking, according to a report fronted by an Oxford college head.

Increasing alcohol tax and restricting hours of sale would be effective tactics in quelling binge boozing, the Nuffield Council on Bioethics has claimed.

Lord Krebs, lead author and principal of Jesus College, Oxford, said a "continental culture" suggested when 24-hour drinking was introduced had failed to emerge.

The report is critical of the Government's strategy of using publicity campaigns and voluntary labelling schemes, saying they are ineffective.

Lord Krebs's work has been influenced by his experiences in Oxford city centre. Excessive drinking by young people is among his concerns.

He said: "I live in the centre of Oxford. If you walk down any of the main streets of Oxford at 11pm - one is known as Vomit Alley - we all see a conspicuous absence of continental culture. It has not shifted the drinking culture.

"The Government should implement tougher measures to tackle excessive drinking. There is also an urgent need for an analysis of the effect of extended opening hours on levels of alcohol consumption, as well as on antisocial behaviour."

Matt Guyan, manager of the Slug and Lettuce Pub, in George Street, which has a late licence until 1am on Friday and Saturday nights, said his bar took a firm stand on binge drinking.

He said: "The Slug and Lettuce has a very strong policy on this and we don't want to develop a bad reputation. As we serve premium lagers and wines and tend to have more of an upmarket clientele, those drinkers tend to be more sensible as they are paying more for drinks."

While Mr Guyan admitted George Street had developed a reputation as a "vomit street", he said bars and clubs there were not the only cause.

He said: "I am aware it is a bit of a vomit street. There are a lot of bars along here, but people also come down here on their way to other places, like the train station, bus station and on their way to other bars and clubs."

Saturday, November 24, will mark the two-year anniversary of 24-hour licensing in the UK.

In June, the Department for Health estimated 23 per cent of Oxford's adults binge drink, while 446 people are admitted to hospital every year for alcohol-related illnesses.

Dr Rachael Pery-Johnston, a registrar in emergency medicine at Oxford's John Radcliffe Hospital, said: "About 70 per cent of our admissions, especially at the weekends, are alcohol related, putting a lot of strain on the department."

A coalition of 21 organisations headed by the Royal College of Physicians has also formed a new Alcohol Health Alliance, which will lobby for a 10 per cent increase in alcohol tax.