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The body is hosting a conference looking at the wider issue of alcohol-related harm in what it described as the "vortex of an epidemic of alcohol misuse", and the pre-watershed ban is one of a number of measures it is calling for to minimise alcohol misuse.

The college compares Ofcom's alcohol advertising code with that of junk food, criticising the watchdog for not suggesting restrictions for alcohol.

"There is surely an obligation that advertisers make clear the contents and risks in understandable language. The new Ofcom rules on alcohol are weak compared to those proposed for unhealthy foods," it said.

The current rules say that alcohol ads can not be shown during children's programming or appeal directly to underage drinkers, but last year Ofcom proposed tougher new rules governing alcohol, including restrictions on scenes of alcohol being splashed around liberally.

The Advertising Standards Authority is about to launch a public consultation as it prepares to draw up guidelines on the proposed Ofcom rules, and the issue of introducing a ban on alcohol advertising before 9pm could be raised then. The results of the consultation will be published in late spring.

The Portman Group, the self-regulatory alcohol industry body, said it supported Ofcom's toughened rules on alcohol advertising.

A spokesperson said: "Alcohol companies shouldn't appeal to underage drinkers at any time. We expect drinks companies to stick to the letter and the spirit of the rules."

Andrew Brown, director-general of the Advertising Association, also backed Ofcom.

He said: "Ofcom's new rules on alcohol advertising, published on November 1 2004, are tough but proportionate. They have been tightened up in response to the Strategy Unit's alcohol harm reduction strategy, which highlighted concerns about binge drinking and alcohol misuse, particularly among young people."

The Royal College of Physicians said that there needs to be more research into the causes of the drinking culture in the UK, and is recommending a 1% levy on the alcohol industry to fund a research institute.

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