The move was outlined as part of a package of measures including tougher controls on alcohol retailers in yesterday’s Queen’s Speech.
In a statement, Diageo said: “Diageo believes that industry and government should work together to eradicate bad promotions, whether they are run in shops, supermarkets, clubs, bars or pubs.”
But it added: “We do not believe there is a causal link between the price of alcohol and alcohol-related harm.”
Diageo said that irresponsible promotions “are best dealt with through co-regulation, providing a framework for enforcement to root out bad practice. Measures that raise the standard of responsible behaviour, including that of the individual, are also to be welcomed”.
But the Bell’s and Smirnoff producer said there needed to be more consistency in enforcement and guidance to local authorities across the country.