A nightclub has been accused of staging an irresponsible free drinks promotion.

The Brighton Gloucester in The Steine, Brighton, is offering customers a flat entrance fee followed by free drink all night.

Revellers may welcome the offer but the scheme has dismayed police and councillors.

Critics say the "Demolition Party" nights go against guidelines for responsible drinking followed by many big pub and club chains.

Inspector Bill Whitehead, head of the licensing unit in Brighton and Hove, said: "As a matter of priority we will be contacting that premises and saying that is an irresponsible offer.

"It might also mean reviewing the license. There is a clear link between alcohol consumption and disorder and we've had enough of it in Brighton and Hove."

The promotion is on offer throughout March, with a £10 entrance fee on Tuesdays and £15 on Fridays.

Last year the British Beer and Pub Association announced that its 70 brewery and pub retail members would all end happy hour offers.

The move was echoed by many other pubs and clubs in Brighton and Hove in the run-up to the change in licensing laws last November.

A survey revealed the city had the second highest level of alcohol-related deaths in men in the country.

Local authorities now have the power to close down venues with the help of the police if they think they are acting irresponsibly.

Councillor Jeane Lepper, chairwoman of Brighton and Hove City Council's licensing committee, said: "This move does concern me and it's something I will be bringing up at committee."

The Gloucester is currently owned by the Brighton-based C-side chain which phased out drinks promotions at all its 19 venues last year. However, C-side is in the process of selling the club on to a new owner. It is not clear whether or not the Demolition Party offer has been set up by C-side or the incoming licensee.

Simon Woplin, operations manager of C-side, said he could not reveal the name of the new owner as the sale was still going through and declined to comment on the drinks promotion.

It is the second club sale in a year for C-side. Last April it handed seafront venue The Zap over to Rob Fredrickson and Warrick Armsby-Ward, owners of late-night bar Heist in West Street.

The new licensing laws enabled venues to extend their opening hours beyond the traditional 11pm last orders and caused fears of an increase in anti-social behaviour.

But police have used the new powers to crack down on venues where trouble breaks out.

They closed The Standard in West Street, Brighton, for 24 hours on January 15 after two or three fights broke out inside. Following the violence new licence conditions were imposed on the pub.