The Association of Licensed Multiple Retailers (ALMR) has welcomed the chief medical officer's advice for parents not to give alcohol to under-15s.
The trade body stressed that the only responsible place to drink alcohol is in the regulated environment of the pub.
"We support the Chief Medical Officer's message that childhood should be alcohol free and we know that," said ALMR chief executive Nick Bish.
"Britain's landlords work hard to uphold this. Our members' outlets take a strict no ID, no sale approach which means that it is not only the purchase of alcohol is monitored, but the consumption too. The focus needs to be on those places where children can obtain alcohol at pocket money prices and then consume it away from adult supervision.
He added: "In recent years, the industry has worked hard to eliminate the possibility of alcohol being consumed by under 18s. The voluntary Challenge 21 scheme has been a success in this area. As the Government admits, the proportion of 11-15 years olds who drank in the last week has fallen by over a quarter over the past ten years. Of those drinking, 66% were given alcohol by parents or relatives and only 4% said that they had tried to buy from a pub.
"The industry's scheme strikes the right balance between tackling concerns about underage drinking whilst recognising that over 18s have the right to enjoy alcohol responsibly."