A new ban on 'happy hour' promotions in thousands of pubs across the country has come into force in a bid to combat binge-drinking and anti-social behaviour.
The British Beer and Pub Association said cheap alcohol sales including drink-allyoucan schemes would be banned by its 32,000 members.
The ban was introduced to coincide with a debate in the House of Commons yesterday on the Queen's Speech on Home Office policies.
Meanwhile, leaflets offering a pretend cheap drink on one side but an explanation of the association's ban, first proposed a month ago, on the other have been sent to all MPs.
The move is aimed at cutting the cost of excessive drinking in British pubs, which the Government claims sets the country back £20 billion a year.
At present, UK pubs invest more than £60 million in door staff, CCTV and general customer security every year.
Mark Hastings, spokesman for the BBPA, said cheap time-limited alcohol deals which encourage people to "drink too much too quickly" no longer had a place in the industry. He also called on other pubs and supermarkets to back the ban.
"This is all part of our drive to tackle binge-drinking and anti-social behaviour in town centres," he said. "We are targeting the sort of promotions that fuel excessive drinking.
"By setting this standard, we are expecting other pubs which are not members of the association to join in. And we are also calling on supermarkets, which sell the bargainbasement alcohol that also plays a role in town centre drinking, to take part.
" We are operating as responsible retailers and we would like others to do so. With the backing of the Government, police and licensing authorities we aim to ensure that all pubs operate to standards of social responsibility."
All pubs owned by Carlsberg, Heineken, Scottish & Newcastle, Youngs, Theakston and Diageo are joining the campaign. The All Bar One, Slug & Lettuce and Pitcher & Piano groups are also taking part.
The association called for a ban on all happy hour promotions, including a £10 drinkallyou-can fee at the door, last month in the run-up to the General Election.
A Home Office spokesman said the Government continued to support schemes to end "speed drinking".
"The Government supports the drinks industry in working towards ending promotions which encourage speed drinking including all-youcandrink and other happy hour sales," he said.
"We welcome the BBPA's positive engagement with this issue."
Mr Hastings said cutting the cost of policing the effects of binge-drinking was not the "specific purpose" of the ban.
"However, if what we are doing helps tackle anti-social behaviour then it will have a positive effect on the police."
Breweries spoke out in support of the ban, and the call for others to follow suit.
James Arkell, managing director of the Swindon-based Arkells Brewery, which is a member of the BBPA, said: "We do not condone excessive drinking, which is anti-social and can be damaging to health.
"We encourage our landlords to take a responsible attitude, because we all prefer our customers to enjoy the civilised and sociable atmosphere that our pubs provide."