Alcohol revenue would decline by two-fifths, or £13 billion, if all drinkers were to comply with the recommended consumption limits, according to a study.

The research found that about two-thirds of alcohol sales in England are to heavy drinkers.

Drinkers who consume more than the Government's low-risk guideline of 14 units a week make up 25% of the population but provide 68% of alcohol industry revenue, according to a paper published in the journal Addiction.

The 4% of the population whose drinking is considered harmful - more than 35 units a week for women and more than 50 for men - account for almost a quarter (23%) of revenue, analysis by researchers at the Institute of Alcohol Studies (IAS) and the University of Sheffield's Alcohol Research Group suggests.

The report said the findings "raise serious questions about the conflicts of interest inherent to voluntary schemes and self-regulation".