The move follows concerns that fitness and weight control claims about alcoholic drinks are likely to mislead consumers.
The Broadcast Committee of Advertising Practice has ruled that ads can no longer suggest that alcohol has therapeutic qualities, is a stimulant or sedatives, can change moods, is a source of nourishment or can boost confidence.
Although they may refer to refreshment, ads must not imply that alcohol can improve any type of performance nor suggest that alcohol might be indespensible nor link it to illicit drugs.
Alcohol advertisers are also to be told that ads for alcoholic drinks must not make any other type of health, fitness, weight control or nutritional content claim, but they may contain factual statements about product contents, including comparisons.
The Committee of Advertising Practice will now consider whether this policy should apply to non-broadcast ads.
The new rules were published on April 3 and campaigns that would not comply with the new rules have a period of grace until July 3.
All TV and radio alcohol ads broadcast on or after July 3 will have to comply with the new rules.
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