The government has stopped short of introducing legal controls on 'happy hours' and other promotions which encourage problems.
Instead, pub operators and drinks companies are to be given the chance to show that voluntary curbs can be effective, in what the government describes as a 'partnership' approach.
The new Alcohol Harm Reduction Strategy for England proposes local 'Code of Good Conduct' schemes which would cover pubs, as well as off-licences and supermarkets.
The government said these would be run locally by operators, police, and licensing panels, and led by local authorities.
The codes would tackle issues such as under-age drinking, alcohol-related crime and disorder, and alcohol-related health problems.
A big focus will be on underage drinking, with licensees and police encouraged to enforce the law more effectively. The government wants increased use of 'sting'-style test purchasing by underage customers.
Licensees and bar staff found to be serving underage customers could face on-the-spot fines as part of the clampdown.
The strategy also encourages the drinks industry to conform to a Social Responsibility Charter which would cover:
- New measures to ensure advertising does not promote or condone irresponsible or excessive drinking
Putting a sensible drinking message clearly on bottles alongside information about unit content Drinks companies pledging not to manufacture products that appeal to under-age drinkers or encourage people to drink beyond the recommended limits
Packaging products in safer materials Contributing to a fund to finance schemes to tackle alcohol misuse
Launching the strategy, Prime Minister Tony Blair said: "Millions of us enjoy drinking alcohol with few if any ill-effects. Indeed, moderate drinking can bring some health benefits.
"But increasingly, alcohol misuse by a small minority has caused problems: crime and antisocial behaviour in town and city centres, and harm to health as a result of binge- and chronic drinking."