Proof, if any were needed, that our emergency services are struggling to cope with the scourge of binge drinking in this country comes today from Paul Cooke. The operations manager for South Central Ambulance in Oxfordshire has called for a ban on drinks promotions because his crews are becoming swamped dealing with call-outs for those injured after drinking too much.

In the past year, 10,000 patients — 10 per cent of emergency calls — needed treatment for injuries sustained while they were drunk.

Binge drinking and the effects of alcohol are a recurring theme.

It is a sad state of affairs when our ambulance crews spend a disproportionate amount of time clearing up after those too ignorant to look after themselves properly.

Will those who offer cheap drink promotions ever listen? We doubt it.

In Oxford, we have a commendable, but voluntary, scheme called Nightsafe, which has tried to clamp down on drink-fuelled city centre violence.

Among other things, Nightsafe has tried to curb cheap drinks deals on certain nights of the week.

The trouble is, pubs, bars and clubs are under no obligation to end this — and the culture of drinking in this country is too deep-seated to be eradicated quickly.