The government says extended opening will reduce binge-drinking

Text messages were sent to first-time voters during the 2001 general election campaign, saying "Don't give a XXXX for last orders? Vote Labour".

Ms Jowell told the Independent On Sunday that the idea was "not the finest" of Millbank spin doctors.

Tory Family spokesperson Theresa May says the law would cause "disorder".

'Stupid slogan'

Meanwhile, the Mail On Sunday says some bar chains are seeking to allow children aged under 16 accompanied by an adult into late night bars.

At present, the minimum age is 14 but, the paper says, if the bid succeeds, even younger children could get in.

Mrs Jowell defended the Licensing Act 2003, which allows 24-hour opening and is due to comes into effect in November, despite fears it will increase drunken rowdiness in towns and cities.

But on the text message campaign, she told the Independent: "I thought that was a stupid slogan at the time, and I still do.

"It portrayed what is in fact a serious piece of legislation intended to improve quality of life and curb crime as some kind of advert for hedonism.

"Not the finest hour of Millbank's marketing whizzes."

'Cultural Attitudes'

She defended the new laws, saying: "What the new law does is allow people to drink alcohol in public at a different range of times, with the threat of instant sanction if they misbehave."

Mrs May said: "Tessa Jowell is right to say the slogan was 'stupid'. But it is also stupid to press ahead with licensing laws that will lead to more binge drinking and disorder.

"Why won't she listen to people up and down the country?"

The Association of Chief Police Officers has urged the government to change "cultural attitudes" to drinking before implementing the law.

And the Royal College of Physicians has questioned whether extended opening will reduce binge drinking.