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TV ads for alcohol containing animals, animation or celebrities could be outlawed under the new rules being proposed by the Government’s communications regulator, which plans to make a decision in the next fortnight.

The heightened interest in under-age and binge drinking are at the root of the proposed changes, which aim to eradicate any imagery that would appeal to under-18s – even if this prevented advertising to older drinkers.

At the Westminster Diet and Health Forum – one of several regular conferences at which senior figures from Parliament, regulatory bodies, Government, industry and academia discuss important issues – senior Ofcom official Tim Suter explained that restricting the youth appeal of alcohol advertising was the most difficult, but important, issue.

Should they go through, these rules and guidelines would mean axing any adverts seen to have youth culture appeal. The Bacardi bat logo and the John Smith campaign featuring comedian Peter Kay could be possible casualties.

In essence, more than 85% of current adverts could be deemed unsuitable, according to a study by the Broadcast Advertising Clearance Centre.

Ofcom’s proposals are still in the consultation period until September 24 when the regulatory body is expected to finalise them.

Drinks companies and industry representatives have reacted less than favourably.

Maria Palomba, legal director at the Institute of Practitioners in Advertising, argued that the proposals were censorship and the advertising industry was being used as a scapegoat and being punished for the misuse of alcohol by a minority group.

“If we’re going to introduce proposals they need to be evidencebased,” she said.

Calling proposals “unwarranted and unjust,” Palomba added: “If we impose strict restrictions they [alcohol advertisers] will move their focus elsewhere.”

Andrew Brown, director- general of the Advertising Association, said that, while the industry recognised that changes were needed, the proposals had gone further than required.

He described them as “heavy handed and unjustified”.

“This broad-brush attack on the alcohol industry will take creativity out of advertising and move it elsewhere,” he said.

With regard to restricting sexual suggestiveness in advertising, Chris Searle, executive director of Bacardi, said: “The idea that advertisements can influence what’s already in the minds of teenagers is hard to accept.”

Once the consultation period has ended, the regulator aims to have new proposals made law by 1 November