The Association of Licensed Multilpe Retailers (ALMR) has attacked Home Secretary Jacqui Smith for planning to put more pubs "on the altar of red tape" with a mandatory code of practice for the industry.
Details of the code, published as a consultation was launched today, include a string of conditions that will affect pubs - such as forcing them to offer 125ml wine measures and displaying point-of-sale alcohol unit information.
But ALMR chief executive, Nick Bish, said: "It simply beggars belief that the Home Secretary is still prepared to put businesses and livelihoods on the line by pushing through this code. Last year, we lost six pubs a day and over 17,000 jobs to the economy, now Jacqui Smith plans to sacrifice more on the altar of red tape."
He branded the code "unwelcome and unnecessary", arguing that local authorities already have sufficient powers under the Licensing Act 2003 to impose restrictions on irresponsible promotions and retailers.
"The Home Secretary is being disingenuous when she claims these proposals will not affect the responsible majority - they will affect the vast majority of law-abiding businesses and consumers every bit as much as the irresponsible minority. For many, these additional costs may well prove unsustainable," he added.
Bish also criticised the proposals for failing to properly address supermarket prices.
"The 'pile it high - sell it cheap' culture of the supermarkets is the single most irresponsible practice, and it is going on day in, day out on high streets across Britain," he added.
"If the government is serious about reducing alcohol consumption and tackling associated crime and disorder, then this should be the focus of the new code of practice. The Code will have little impact on either until pocket money prices are eradicated".
The British Beer & Pub Association also attacked the measures.
BBPA director of communications Mark Hastings said: "We have always supported measures designed to tackle and eradicate irresponsible drinks' promotions.
"However, at a time of increasing pub closures, with 39 pubs closing every week, these proposals for further red tape are disproportionate and excessive.
"They will place additional cost burdens on struggling pubs."