Sir Liam, who is the senior medical adviser to the Government, said he would "strongly commend" the use of tax as a deterrent to excessive drinking, as has been the case with tobacco.

Speaking in the wake of reports suggesting that violent offences and attendances at hospital accident and emergency units have risen following the introduction of round-the-clock drinking, Sir Liam also said he would welcome a review of 24-hour licensing.

And he said a ban should be considered on drinks companies sponsoring sporting activities and other events which link alcohol with fitness and glamour.

Sir Liam told the Daily Telegraph: "In our culture, getting drunk is seen as an exciting and status thing to do. We need to try and get away from that.

"I worry about the overall problem of alcohol misuse, the rising levels of cirrhosis. Tobacco is a good example of a public health problem that is in hand, but when we turn to obesity and alcohol misuse those are not yet anywhere near under control."

Sir Liam pointed out that the price of alcohol has fallen relative to the cost of living, making it more affordable to young people and children.

He stopped short of recommending a percentage increase in tax on a pint of beer, glass of wine or bottle of spirits.

But he said: "Like with tobacco, price works in reducing alcohol consumption. One of the target audiences is children - it's cheap for them to buy cider, for example - that would be an immediate effect."

Speaking about the relaxation of licensing hours introduced in November 2005, Sir Liam said: "Some of us worried about the decision when it was brought in and any review of the policy would be welcome." And he said that changes in the law on sponsorship by drinks companies would be "fruitful".