Portman Group has reported a big rise in the number of drinks producers asking for their marketing to be vetted by the watchdog.
Portman's Code Advisory Service examined 356 proposals last year — 40% more than in 2008, when the figure was 250.
The information is included in the group's Annual Code Report, which says seven complaints were made to the Independent Complaints Panel during 2009. Six were upheld.
Portman chief executive David Poley said: "This surge in demand for our help is a positive sign, illustrating the growing importance of social responsibility.
"Companies want to protect their brand, corporate and industry reputations. They also appreciate the financial value in heading-off any possibly problematic marketing before it goes live. If a complaint is upheld against a product, it can be costly to put right."
In his introduction to the report, Poley hit out at critics of the industry's record on social responsibility.
He highlighted calls for tough controls on marketing by the British Medical Association and the Health Select Committee over the past year.
"This increased pressure is despite the fact that the weight of evidence suggests that, in a mature market, the predominant effect of responsible marketing will be to encourage brand switching, not harmful consumption.
"Government and regulators must maintain an evidence-based approach and resist the clamour for a symbolic clampdown.
"We would, of course, carefully consider any new evidence that suggests a negative association. Just because a product is misused by some people, however, does not necessarily mean that its marketing is problematic.
"Very often critics of industry regulation are unable to cite examples of where the regulatory system is possibly failing. They also overlook the fact that our Code is admired the world over and there's a demonstrably independent complaints process.
"Rather than dismissing the system out of hand, campaigners should report any specific concerns to [Portman's Independent Complaints Panel] chairman] Sir Richard Tilt and his Panel. We want to work with them to eliminate irresponsible marketing."