Pubs and licensed retailers are being warned to expect a surge in enforcement activity during this summer's football World Cup.
The Home Office's fourth Alcohol Misuse Enforcement Campaign, which kicks off before next month's tournament, will see authorities cracking down on issues such as underage drinking and the proper display of Premises Licence Summaries.
A spokesman for the British Beer & Pub Association (BBPA) said the move "should not come as any surprise".
"Publicans should simply be as vigorous as ever in their campaign against alcohol misuse," he said.
The BBPA also claimed a "modest decline" in the number of pubs being prosecuted for unscrupulous retailing, but added: "The numbers are still not moving fast enough."
The Association of Licensed Multiple Retailers confirmed that it has already seen a "dramatic increase" in the amount of licensing enforcement activity over recent weeks.