The trade's success in self-regulating on smoking could hit a major snag due to a lack of public awareness.
A consumer survey of smoking policies carried out in Merseyside found that only one person out of 50 questioned had heard of the industry's Smoking Charter.
The charter promotes self-regulation on smoking for the pub trade through the use of signage, good ventilation and no-smoking areas where possible.
According to separate research by The Charter Group and The Publican Newspaper more than 50 per cent of pubs are compliant - but the scheme will only work with full public recognition.
Yet Nick Bish, spokesperson for the UK industry's Charter Group, remained upbeat.
"The charter was never intended to be something people are going get excited about when they read about it over their cornflakes. Public awareness is going to build gradually, the signage should be just a normal part of the background of visiting the pub."
Michelle Baker, spokeswoman for Atmosphere Improves Results, said: "The figure for public awareness isn't surprising as no consumer awareness work has been done on the charter.
"It has to be borne in mind that what we're trying to achieve here is a genuine culture change, not a quick-fix, and that will take time."
The survey also showed pubs that serve food are more likely to have a smoking policy than those that don't.
Of the 41 drink-only pubs that responded, just eight, about 20 per cent, had a smoking policy in place. In the 57 pubs and bars that serve food which responded, 31 had a smoking policy in place - over the 50 per cent target for the end of 2002 which the industry is working towards.
Mr Bish said the results for food pubs were encouraging adding: "With drink-only pubs, there needs to be more awareness that 'smoking allowed throughout' signs are a perfectly acceptable smoking policy, certainly as a first step. It's part of the approach we've agreed with the government, and certainly not something the trade should apologise for."
The project was commissioned by the Merseyside Smoke-Free Alliance using funding provided by the Department of Health.