The UK's largest pub association has dismissed new restrictions on the marketing of ‘down-in-one' alcoholic drinks as toothless.
The British Beer & Pub Association (BBPA) said new rules put in place by the drinks regulatory body the Portman Group would have little effect on the way pubs and bars sell alcoholic drinks.
Although the Portman Group has called on "shooter" or "slammer" style drinks to be abolished its jurisdiction only covers how drinks companies package and market their products and not how pubs and bars sell them.
A spokesman for the BBPA said: "The issue of irresponsible drinking is something we are taking responsibility for but the key issue is how products are actually sold by manufacturers not by the pubs themselves. We, and our members, are already committed to selling alcohol responsibly."
Under the new marketing rules published this week by the Portman Group all pre-packaged drinks designed to be downed in one, or that urge people to drink rapidly, will be restricted.
David Poley, chief executive of the Portman Group, said: "Downing drinks is potentially damaging because it can cause people quickly to get drunk."