The British Beer and Pub Association said Monday its 32,000 members will end "Happy Hour" promotions in an effort to curb binge drinking.
In addition, cheap and free drink deals may be abolished as well.
"Our members have committed themselves to stop running promotions which can fuel excessive drinking and we're looking for support from the government and the police," Beer and Pub Association spokesman Mark Hastings told the BBC.
"Clearly there's been a lot of debate around binge drinking and anti-social behavior and happy hours have been highlighted as one of the reasons for this," he added. "That's why we decided to take this step. I don't think it's a silver bullet solution, but it will certainly have an impact."
The association told the BBC it is calling on all other establishments that sell discount-priced alcohol to follow its example.
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