Peers have been warned the mandatory code on alcohol retailing is "ill-conceived" and will result in further bureaucracy and costs.
British Beer and Pub Association (BBPA) chief executive Brigid Simmonds has written to all Peers ahead of a crucial meeting tomorrow, urging them to ditch the code.
The code, which would have forced pubs to follow conditions including curbs on drinks promotions and smaller drinks servings, could cost the trade £58m to implement with on-going annual costs of £38m. Last month Business Secretary Peter Mandelson called for the code to be shelved in order to help businesses struggling during the recession.
The Lords will consider whether or not to give the Government the power to introduce the code as part of the Policing and Crime Bill tomorrow.
The BBPA has campaigned vigorously against the code, claiming it is not the right way forward, given the untargeted nature of the measures and the way they will penalise well-run premises.
The Association says that wide-ranging powers to tackle irresponsible operators already exist, and that discretionary conditions can already be imposed under current legalisation.
"Concerns about the Code have grown over the summer," said Simmonds. "There is virtually no support for it from any quarter, and there is now widespread opposition from both local authorities and police forces. I hope Peers will heed concerns about this unnecessary measure."
She added: "he proposed mandatory conditions are untargeted and will affect all businesses, placing a disproportionate burden on the responsible majority. The imposition of such huge costs on these businesses in a time of recession, for the sake of a minority of irresponsible operators who should be dealt with under current laws, is highly questionable."
Simmonds did, however, concede that the current laws don't allow the banning of irresponsible drinks promotions. The BBPA has written to the Home Office asking it to consider an ammendment to clause 19 of the Licensing Act to prohibit irresponsible drinks deals.
"The necessary support and resource from Government for public authorities to enable them to enforce the existing laws more consistently and rigorously is also required, and we welcome the recent announcement made by the Prime Minister to introduce powers for local authorities to call for reviews of licences where necessary."