A senior police chief's claims that there is potential for trouble if pubs run World Cup promotions have been greeted with dismay.
Andy Holt, the officer in charge of policing England's World Cup travelling fans, told journalists this week he was concerned that if "we have a hot June and England progress to the later stages, then pubs start running alcohol promotions and we have the potential for trouble from drunken fans".
His comments come despite the government's mandatory code now banning "irresponsible promotions" in the on-trade.
Marting Rawlings, director of pub and leisure at the British Beer & Pub Association, said Holt's comments "do not reflect the reality of football in pubs".
"It is football that is the draw not 'cheap' alcohol in pubs," he said.
"Supermarkets on the other hand are not constrained by the new conditions and can use the World Cup to discount beer and other alcohol freely without running foul of the law.
"The last World Cup did not produce any huge upsurge in pub violence - and when trouble did occur, much of it came not from pubs, but from outdoor screenings that were not managed sensibly."
Kate Nicholls, secretary of the Independent Pub Confederation, said the stance was typical of the way police have communicated with pubs regarding the World Cup.
"I have seen letters police have sent to licensees and some of the things they want are more in line with how they would prepare for the May Day riots. They seem to be preparing for Armageddon and it is slightly over the top.
"We understand that they have a duty to prevent crime and disorder but it is the approach they are taking."
In some parts of the country police have urged licensees to use only polycarbonate glasses and insisted they have security on the doors.
A spokeswoman for the Association of Chief Police Officers distanced the organisation from Holt's comments describing them as an "off the cuff remark".
She added police were concerned about alcohol consumption from both the on and off-trade during the World Cup.