Trade groups have hit back at the government after it unveiled plans to introduce more legislation to tackle alcohol-related issues.
Pubs could be hit with a range of tough new licensing conditions as part of a clampdown on irresponsible venues.
Licensees could be forced to offer smaller spirit measures and smaller measures of wine.
And a clampdown on happy hours and "irresponsible" on-trade price promotions has also been proposed.
An alternative scheme, outlined in a consultation launched last week, would be a mandatory code of practice for the on-trade and off-trade, replacing the current voluntary arrangement.
Outlets in breach of the code or the conditions could be prosecuted or have their licences reviewed.
Mark Hastings, communications director at the British Beer & Pub Association, hit out at the threat of new regulation.
"Legislation is a sledgehammer that will not crack the nut," he said.
"We expect to be held to account for those things we can control, but companies cannot and should not be held to account for individual choices and behaviours that are beyond their ability to control.
"The inevitable impact of such measures is to force up costs and prices and push more pubs towards penury."
Kate Nicholls, head of communications at the Association of Licensed Multiple Retailers, said: "There are plenty of existing regulations and powers that could be used more effectively and government should turn there first."
The proposals come off the back of a series of reviews looking at how the industry operates.
A two-week operation by auditors KPMG, commissioned by the Home Office, found venues - predominantly town centre bars and clubs - regularly flouting the industry's own code of practice, on issues such as promotions and serving to drunks.
Public Health Minister Dawn Primarolo said it was "disappointing" because "some licensees are behaving in the way they should".
Paul Smith, executive director of late-night operator trade group Noctis, warned the findings "could not be condemned out of hand", but pointed to the fact the KPMG researchers only visited 597 venues - of which 30 per cent were off-trade.
The off-trade is let off lightly in the reports, but they could be forced to only display alcohol in defined areas within stores.
Joe Cussens, licensee of the Marlborough Tavern, in Bath, said he was against any "blanket" action that would affect the whole of the trade.
"They need to realise there are lots of different types of pubs and target the venues where there are problems," he said.
Meanwhile the first part of a Sheffield University review into the effects of alcohol pricing and promotion found evidence that cheap alcohol increased consumption, particularly among young people and at-risk drinkers.
However a Department of Health spokesman said the consultation did not cover promotions in supermarkets and the second part of the Sheffield University review, due in September, would determine whether the government would act on this issue.
The deadline for the public consultation is October 14, 2008. Responses can be submitted to: dh-consultation-coordinator@dh.gsi.gov.uk