Fresh calls to restrict alcohol advertising are based on "sand rather than firm foundations", says the British Beer & Pub Association (BBPA).
Alcohol Concern has called for an advertising ban after 9pm and a total ban on internet ads to prevent children being targeted.
It made the calls after publishing a report during Alcohol Awareness Week, which said up to five million children aged between four and fifteen were exposed to alcohol ads during England games on ITV during the World Cup.
Alcohol Concern said children exposed to alcohol marketing are more likely to drink more at an earlier age.
However, it admitted that all the adverts were within the Advertising Standards Authority guidelines.
Toughest restrictions
British Beer & Pub Association director of communications Mark Hastings said: "The main point is that no alcohol advertising is aimed at children.
"We already have some of the toughest regulations in the world. The most critical issue has been ignored that it is illegal to serve alcohol to under-18s.
"All this report shows is that the trade was completely compliant. It shows this report is just based on sand rather than firm foundations."
Alcohol Concern chief executive Don Shenker said: "Alcohol producers and advertising regulators are clearly not taking their responsibilities seriously enough."
Wine & Spirit Trade Association chief executive Jeremy Beadles said Alcohol Concern's claims are "not supported by the evidence".
This is supported by the Portman Group, which this week issued a briefing paper rejecting many of Alcohol Concern's arguments.
For example, a ban on sports sponsorships would be "impractical and unfair", and consumers are "sophisticated enough" to realise that if a company supports a team, the players don't necessarily support the product.