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Promotions such as speed-drinking competitions, women-drink-free and all-you-can-drink deals will be banned under the rules. Smaller measures of beers, wines and spirits will be made available to drinkers in pubs.
WSTA chief executive Jeremy Beadles commented: "We've always questioned whether the Mandatory Code would address the real issues associated with alcohol misuse but we share the Government's objective of tackling irresponsible businesses and consumers.
"However, new rules and legislation will achieve little unless there is strict enforcement of existing laws designed to prevent alcohol misuse and associated anti-social behaviour and a policy focus on problem drinkers."
"We need the carrot and the stick. The Campaign for Smarter Drinking, funded by the drinks industry and supported by Government, is challenging the culture of excessive drinking amongst a significant number of young adults. Let's also ensure the laws in place to tackle alcohol misuse are rigorously enforced.
"In most respects the Code enforces best practice that is already met or exceeded by the vast majority in the trade.
"It makes sense to ask retailers to provide customers with water and a choice of measure size for their drink.
"Retailers led the way by introducing Challenge 21 in 2006 and last year saw the widespread adoption of Challenge 25 as part of our members' commitment to combat underage purchase of alcohol."
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