Its president Professor Ian Gilmore accused the licensing industry of "being irresponsible" by offering larger measures of wine as the standard glass.

"There is no doubt at all that many people are drinking significantly more than they realise," Prof Gilmore told the BBC.

"People are aware of units, they want to stay within safe limits, but they are being pushed up way over those limits by just not realising what they are drinking.

"I think the industry is being irresponsible and needs to put its house in order."

The Association of Licensed Multiple Retailers said customers are being offered a choice.

Liberal Democrat MP Greg Mulholland warned the Government in January that many licensed premises had stopped serving wine in the smaller 125ml size measure and only offered 175ml and 250ml glasses.

Mr Mulholland, a party health spokesman, was introducing his Sale of Wine (Measures) Bill which would make all licensed premises also offer the 125ml measure.

He said the 175ml measure had become the "standard" size.

"This isn't generosity, it's just a way of getting more money into their tills leaving many customers drinking more than they want to and perhaps, if they are driving, more than is safe," he said.