The Portman Group has issued a public consultation document that aims to tighten codes on alcohol marketing and extend manufacturer restrictions to pubs and bars.
It could lead to a tougher voluntary industry ban on marketing techniques that may appeal to kids or encourage excessive drinking. This includes text-messaging and certain links with sport.
The document also makes clear that the marketing of shooters and slammers could be restricted to prevent the promotion of rapid drinking.
It contains an implicit warning to French Connection, which recently launched a pre-packaged vodka drink, by stating parent brands' marketing activity could be taken into account when assessing the promotion of an alcoholic drink, even if the drink itself is marketed responsibly.
The drinks industry, which faced a huge backlash over the marketing of alcopops in the late 90s, is keen to counter criticism from pressure groups.
While the government has said it has no intention to ban alcohol advertising or sponsorship, it is coming under increasing pressure to force drinks companies to include health warnings on their packaging, a move opposed by the Incorporated Society of British Advertisers.
Matthew Clark Brands, which linked with French Connection to launch fcuk Spirit, has said it supports the proposed changes.
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