Licensees and trade leaders have hit back at the Daily Mail, claiming they are planning to boycott the newspaper.
They are furious at its campaign to say no to 24-hour drinking which has accused pubs of acting irresponsibly by planning to open round the clock, which it claims will herald a rise of drink-related disorder across England and Wales.
Although three out of 10 publicans in The Publican's Lifestyle Report 2004 cite the paper as their first choice read, many have been outraged at the way it has misrepresented the issue of licensing reform.
Helen Johnson, licensee at the Royal Oak, in North Kelsey, Lincolnshire said she would be telling her customers not to read the Daily Mail.
"Half the customers don't know how tough this industry is anyway and telling them we should be taking more responsibility just doesn't help," she said. "We're a rural pub and hardly ever see a copper, why should we be tarred with this 24-hour drinking brush? The Mail should turn its attention to criticising supermarkets."
David Moss, licensee at the Three Fishes in Shrewsbury, Shropshire, said: "It's a scandal sheet and although I've seen the reporting I wouldn't buy it anyway.
"What bothers me is that the reports over 24-hour drinking are not correct, most people will not even consider it, I certainly won't."
The reaction has been supported elsewhere in the drinks industry as everyone comes under increasing pressure before the start of the new licensing regime on February 7.
John McNamara, chief executive of the BII, said: "The way the Daily Mail has reported this issue has been an absolute scandal, and totally misrepresented everything the trade has been working towards for the last five years."
Tony Payne, chief executive of the Federation of Licensed Victuallers' Associations, added: "If the Daily Mail is going to continue to attack licensees and the way they run their businesses should we continue to support that newspaper? We have to work within stricter guidelines than any other industry."
Fuller's is among the companies that will be encouraging its licensees to re-consider supporting the paper. A spokesman said: "Responsible drinking has been on our agenda for quite a long time and the industry has made real improvements.
"This has been completely overlooked by the Daily Mail and the paper's reporting has belittled us as an industry."
Despite the Daily Mail campaign the government has confirmed that the Licensing Act will go ahead on February 7, although it has since increased the fees licensees will need to pay.
Last week, Andy Hayman, chief constable of Norfolk, criticised politicians and other chief constables for being "premature" in their opposition to the Act. He said that the legislation appeared to be based on the majority of people wanting it.
The Publican says:
The onslaught from the Daily Mail since January 12 has been relentless, from scare stories about blanket 24-hour drinking to how the civil servant in charge of the Licensing Act has been wined and dined by the drinks industry.
The damage that has been done to the many thousands of responsible licensees may not be seen until they apply for variations to their licences under the new regime - and see a frightened public attempting to block them with protests to their councils.
Enough is enough. With February 7 now just a week away and the new regime a virtual certainty to go ahead - and one of the country's most vibrant economies turning its back on the newspaper - we believe the Daily Mail will be forced to reconsider its view.
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