London - British pub industry chiefs have vowed to clamp down on selling more booze to drunken fans cheering on England during the football World Cup, ministers said on Tuesday.

Pubs are out to cut sales of alcohol to Under-18s and to "drive down" selling more drink to people who are already inebriated in a drive to ensure "responsible drinking" during the tournament, which kicks off in Germany on June 9.

Pubs in England tend to get packed out with drinkers when showing the country's World Cup matches.

Home office minister Vernon Coaker and licensing minister Shaun Woodward met pub and nightclub operators on Monday to thrash out the action plan.

"Everyone in Britain is looking forward to the World Cup - it will be a huge celebration," said Woodward.

"But we don't want the party to be spoiled by irresponsible drinks promotions and sales to Under-18s. I really welcome this action plan."

Spotting the drunks

Coaker added: "An action plan has been drawn up by the industry itself and I am looking forward to working alongside them to improve standards, eliminate under-age sales, helping to create a more-civilised and responsible drinking culture."

Mark Hastings, a spokesperson for the British Beer and Pub Association, said bar staff would be trained to judge when customers had drunk enough.

"Part of the training does involve what we mean by people who are intoxicated, what to look for and how to manage that situation when it arises," he said.