In Britain, where the pub industry has successfully lobbied for a relaxation of licensing laws, "The drinks industry is planning a ruthless campaign of economic incentives and psychological tricks to get customers to drink as much as possible when licensing laws are relaxed," report Gaby Hinsliff and Anushka Asthana. "Managers of massive 'vertical drinking [3]' pubs are being offered bonuses worth up to £20,000 a year if they beat targets as the industry moves to exploit Britain's binge drinking culture." Dave Daley, head of the National Association of Licensed House Managers, which represents Britain's thousands of pub managers, has broken ranks with the industry by issuing a blunt criticism. "How we make our money is to make people binge drink: the more people drink, the more I get as a bonus," he said.