Most government attempts to curb binge drinking have failed because they are not based on sound evidence, Diageo CSR manager Mark Baird has claimed.

In his evidence to the Lords Science & Technology Committee inquiry into behaviour change, Baird said measures such as the ban last April of the 'dentist chair' drinking game were completely pointless.

"The dentist chair is something seen in bars in Majorca some time ago," he said. "Young people would go into the 'dentist chair' and then somebody would pour alcohol down their throat. We put legislation in to ban something that doesn't really exist in the UK at all."

The forthcoming levy on late-opening premises to curb drink-related crime and Scotland's restrictions on promotional materials in supermarkets were other examples that lacked sufficient evidence, he said.