Home secretary Jacqui Smith has launched a consultation on a proposed new mandatory code on the sale of alcohol, which includes plans to outlaw "irresponsible" drinks promotions.

Pubs, bars and off-licences are among the business targeted by the new guidelines, which aims to crackdown on 'all you can drink' offers. It is the government's latest attempt to stamp out alcohol-related crime and health problems. Other proposals include ensuring all alcohol retailers provide information on the unit content of drinks, and that all supermarkets and off-licences include health impact advice under the Food Safety Act.

A range of penalties for infringing the mandatory code would also be introduced, including the loss of licences, imposing additional conditions on a licence or the prospect of a £20,000 fine and/or a six-month prison term. Smith said: "We do not want to stop the vast majority of people who enjoy a drink responsibly from doing so but this code will crack down on the minority of businesses whose irresponsible promotions fuel the excessive drinking that can lead people into crime and disorder or to risk their own or other's safety."

Don Shenker, chief executive of Alcohol Concern, added: "These measures are long overdue - for too long, the industry has failed to regulate itself. This new code will help people make healthy choices while further protecting communities from crime." The consultation will run for 12 weeks.