Media regulator Ofcom has previously estimated the cost at £250m but according to ITV managing director of brand and communications Rupert Howell it could be as much as an additional £200m as the move would result in the station average prices dropping.
Howell said a ban of this kind would be ‘disastrous' for broadcasters such as Sky Sports and Channel Four and maintained that it would fail to have the effect of curbing binge or underage drinking.
During the event organised by the Wine and Spirit Trade Association, Howell also argued that the current restrictions on the creative content of drinks ads had made them less effective and denounced them as ‘over-fussy and over nannying'.
He claimed that the debate around ad restrictions had been ‘hijacked by fascists in some of the NGOs' but said ITV had had positive discussions with ministers from the Department of Culture, Media and Sport and the Department of Health. However he accused Ed Balls, the secretary of state for Children Schools and Families, of making ‘misguided' statements around the launch of the Children's Plan last year.
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