Scotland has issued new responsible drinking guidelines for pubs and bars, to ensure that alcoholic products are promoted sensibly.
Under the new rules, licensed venues need to consider the timing and duration of promotions, as well as avoid discounts that encourage excessive or rapid drinking.
Pubs recognise that we have a role to play in addressing alcohol misuse, and this shows our commitment
Patrick Browne, chief executive of the SBPA.
The introduction of these social responsibility principles is the result of an agreement between the Scottish Executive and 16 trade associations, including the Scottish Beer and Pub Association (SBPA), and the Wine & Spirit Trade Association.
The move, which will ban promotions involving drinking games, free drinks and all-you-can-drink schemes, is part of a long-term policy drive by the government to change cultural attitudes to binge drinking in Scotland.
Patrick Browne, chief executive of the SBPA, said: "We are determined to promote the highest possible standards.
"Pubs recognise that we have a role to play in addressing alcohol misuse, and this shows our commitment to working with the Scottish Executive to tackle these problems.
"We now have a framework on social responsibility for all of the drinks industry to work on delivering, in partnership with the Executive."