Round-the-clock drinking is now a reality in England and Wales after new licensing laws came in force Thursday.

The first day of the relaxed drinking legislation began quietly despite continuing controversy and fearful headlines.

Police forces around the country reported no untoward incidents as more than 1,000 pubs, clubs and supermarkets took advantage of a new law that permits them to apply for 24-hour opening hours.

The new legislation has led to fears of increased binge drinking and disorder that critics say will put more pressure on police and hospitals.

"I see anybody who wants a drink at four in the morning as a special interest group and those who are making profits out of it are going to have to pay," Britain's police chief Sir Ian Blair told a news conference.

But Britain's Culture Secretary Tessa Jowell told the BBC that the new law was necessary "to make it possible for the vast majority of people who drink but who never get into trouble to have more freedom as to when they drink".

The government hopes the change in laws introduced during World War I will stop the flood of drunks onto city streets just after the traditional 11 p.m. closing time.

The new rules allow pubs, bars, shops, restaurants and clubs to apply for opening hours of their choice, although each license must be approved by local authorities.

"At last in this country adults are going to be treated like grown-ups and given a little bit of choice about having a social life beyond 11 o'clock at night." Mark Hastings, of the British Beer and Pub Association, told the BBC.

Government figures reveal that while around 1,000 premises have applied for the full 24-hour opening permit, the vast majority have asked for just an extra hour or two.

Alcohol is blamed for 40 per cent of all hospital emergency cases in Britain. That number jumps to 70 per cent at night.

One in five British women, and one in three British men drink to excess, and alcohol abuse is estimated to cost the country billions.

The alcohol industry is promising it won't encourage drunkenness in its promotional materials, but says nobody can guarantee the behaviour of drinkers.