Industry watchdog The Portman Group is mounting its first consumer awareness campaign in an attempt to encourage members of the public to name and shame products in breach of its code.
Ads running in the regional press in 15 UK cities will urge people to make a complaint if they have concerns over any marketing, including names and packaging.
"We want to raise awareness of the independent complaints process and the strict rules controlling drinks producer activities," said David Poley, chief executive. "While we continue to be proactive in raising standards, complaints help us to identify and eliminate any inappropriate marketing that is letting down the rest of the industry."
The organisation said it also planned to distribute copies of a new consumer guide to making complaints along with drip mats promoting the Code and the complaints process.
Last year eight complaints were made to the body's Independent Complaints Panel, which investigates any complaints made by members of the public against a product.
Two complaints, against Wee Beastie and Big Beastie from Inver House Distillers and the Bubbly and Bear Gift at Asda, were upheld. This year four complaints have been investigated with two upheld - Rubbel Sexy Lager from Beer Paradise and Asda's Chocolate and Cream gift pack.
The campaign will also run in trade magazines targeting health professionals, Trading Standards officers, police licensing offers and drinks retailers. "This campaign targets both consumers and those people likely to come across irresponsible products and promotions through their work," said Poley.
The Code of Practice for the Naming, Packaging and Promotion of Alcoholic Drinks covers the packaging and promotional activities of all alcoholic drinks.
The body's newly revised code of conduct comes into effect this January.
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