Trade bodies have hit back at a damning report into the industry's codes of practice, arguing it "totally ignores existing hard evidence".
The report, produced by auditors KPMG on behalf of the Home Office, says retailers are routinely guilty of "irresponsible and harmful practices".
But Rob Hayward, chief executive of the British Beer & Pub Association, said the report appeared "long on anecdotal stories and short on hard empirical evidence".
"It totally ignores existing hard evidence from the repeated government sting operations which have visited thousands of pubs in recent years," he said.
"Those reports, while identifying some problems, have tracked consistent improvement in standards and high levels of good practice."
During the latest study, researchers visited nearly 600 pubs, bars, nightclubs, off-licences and supermarkets in England over a five-day period.
They found venues admitting underage customers, offering cut-price deals on alcohol and serving people who were "blatantly intoxicated", according to the leaked report.
But Hayward added: "This report merely says they thought some people appeared to be under 18. They didn't actually check whether any were."
Paul Smith, executive director of late-night operator trade group Noctis, said he didn't believe the report was "reflective" of what was going on.
"If there were so many problems these places would be closed down, it's as simple as that," he said.
However the off-trade appears to have come out of the report relatively unscathed. It found that supermarkets were following the standards more fully, by displaying signs encouraging sensible drinking, while most off-licences displayed signs by tills challenging the age of customers.
But Hayward pointed to figures showing that one million people are being refused service a month because they are underage and that 91 per cent of young people know about the Challenge 21 scheme.
The report also said the industry's voluntary code is "not fit for purpose", while the Home Office said it would introduce legislation if standards were not followed.
Hayward said: "There are plenty of laws and regulations around to deal with irresponsible pubs and people.
"All agencies, including local government and the police should first focus on how to ensure these are enforced with greater rigour and consistency."
A spokesman for the Home Office said: "Everyone - the alcohol industry, government, local authorities, the police and individuals - has a part to play to tackle alcohol harm.
"The Government has made it clear that alcohol must be sold and marketed responsibly and that new legislation will be introduced if necessary if existing voluntary standards are not being met.
"We commissioned two independent reviews into the industry's social responsibility standards and on the links between pricing promotion and alcohol harm to inform our next steps and they will be published shortly."
The report was commissioned in February 2008, while the towns surveyed were Coventry, Hackney, Harrogate, Manchester, Norfolk, Tyneside, Newquay and Swindon.
.