The Association of Licensed Multiple Retailers (ALMR) has condemned the new government guidelines on male drinking limits as confusing.
Previously, the limit for men was 21 units per week, but the new amount is the equivalent of six pints of beer or seven glasses of wine. The guidelines also state that some days per week should be alcohol-free.
However, the ALMR has said that the advice risks confusing consumers about the correlation between drinking and cancer, stating that the research on regular drinking finds it increases the incidence of cancer by just 1%.
Chief executive Kate Nicholls called on the government to offer clear, concise and practical information that was evidence-based.
She said: "By the government's own admission, drinking at regular levels is no more dangerous than a host of everyday activities. What is being lost here is the fact that low levels of drinking remain very low risk."
She added: "What consumers need is clear, practical advice based on undisputed evidence to allow customers to make informed choices. There seems to be little agreement, even among health experts, about the evidence to back up the latest proposals."
Nicholls said that levels of alcohol consumption were already at their lowest this century, and that the licensed hospitality sector had worked hard to promote healthy, responsible drinking practices.
The ALMR seeks to represent its members within the licensed hospitality sector, including 22,000 outlets such as pubs, clubs, bars and casual dining operators. It employs over 650,000 staff, accounting for almost all managed pubs in the UK as well as casual dining chains.