The launch of the Bytox body patch, which promises to treat hangover before it even starts, has been criticized by many who see it either as an expensive con or a license to drink without any fear of a hangover on the next day.

The patch costs £12.99 for a box of five and is to be applied 45 minutes before you start drinking and leave it on until the next day. It apparently works by replenishing the vitamins and acids that are lost when drinking alcohol, thus preventing hangovers.

However the patch has criticized by many, including former chief drugs adviser to the government, Prof David Nutt who was skeptical about the effectiveness of the patch. "I'd be very surprised if this product did what it says it does. It's hard to imagine how those ingredients would stop a hangover. And I have never seen any published material on this at all. If they are making health claims of this kind, they should be open to public scrutiny", Prof Nutt said.