Customers are at risk of accidentally drinking too much because licensees are failing to give sufficient information on measures.
The Federation of Licensed Victuallers Associations said many customers are unaware of the number of alcoholic units they are drinking leaving them more prone to break drink drive laws.
Chief executive Tony Payne said wine drinkers were often caught out because they could be served a drink in a 125ml, 175ml or 250ml glass. While drinking two 125ml glasses is unlikely to breach drink-drive limits for most people, two 250ml glasses is the equivalent of half a bottle of wine and would almost certainly send the customer over the limit.
"On top of this, they might be drinking a wine that is anything from nine to 14 per cent," he added. "The licensee should point out what the alcoholic strength of the drink is and how many units the measure contains."
His calls come a week after the British Beer and Pub Association said it would be too difficult for the trade to print cigarette-style health warnings on all drinks products and adverts.
It said the proposals were excessive and impractical because although manufacturers could print warnings on bottles, licensees wouldn't be able to put a warning on a pint of beer.
However, Allied Domecq has already added sensible drinking messages to all its packaging and advertising campaigns for its Tia Lusso brand in an effort to set an industry trend and ward off a possible government crack down on drinks advertising.