A minimum price for alcohol would not unfairly affect moderate drinkers and will reduce binge consumption, a committee of MPs has said.
The health select committee called for "fundamental change" in British drinking culture and backed new taxes on alcohol.
"In 1947 the nation consumed approximately three and a half litres of pure alcohol per head; the current figure is nine and a half litres," the committee said.
"According to the General Household Survey data from 2006, 31 per cent of men are drinking hazardously (more than 21 units per week) or harmfully (more than 50 units) of whom nine per cent are drinking harmfully.
"21 per cent of women are drinking hazardously or harmfully of whom 6 per cent are drinking harmfully.
"While the consumption of alcohol has increased, taxation on spirits has declined in real terms and even more so as a fraction of average earnings."
The committee said sponsorship rules and new media regulation are inadequate and fail to protect people.
"New media presents particular regulatory challenges, including the inadequacy of age controls and the problems presented by user generated content.
"There is a pressing need to restrict alcohol advertising and promotion in places where children are likely to be affected by it."
The MPs said the government listens to the drinks and retail industry more than health experts.
"If everyone drank responsibly the alcohol industry might lose about 40 per cent of its sales and some estimates are higher.
"In formulating its alcohol strategy, the government must be more sceptical about the industry's claims that it is in favour of responsible drinking."
The committee recommends a rise in duty on spirits and industrial white cider, better alcohol treatment services and early detection and intervention.
Kevin Barron MP, chairman of the committee, said:
"I agree with the Chief Medical Officer that introducing unit pricing will reduce binge drinking.
"As the report points out, it will also help traditional pubs in their battle against cut price supermarket offers.
"The facts about alcohol misuse are shocking. Successive governments have failed to tackle the problem and it is now time for bold government.
"Even small reductions in the number of people misusing alcohol could save the NHS millions.
"Health information is important but does not change behaviour, and the government spend of £17.6m on alcohol awareness for 2009/10 was far outweighed by the £600-800m spent by the drinks industry promoting alcohol."
