In January, MPs on the select committee published a report calling for a number of strictures for drinks brands including a 9pm watershed for ads, a ban on social networking sites, and curbs on sponsorship.
However, a detailed response by the Department of Health (DOH) fails to support the requests made by the MPs and, instead offers support to the drinks industry and the self-regulatory system.
It proposes a review of the current evidence on potential harm to children and young people from alcohol advertising, promotion and sponsorship.
This will run across the DOH, Department of Children, Schools and Families in consultation with the Department for Culture Media and Sport and "other departments".
The review will also "seek to provide an objective view of the available evidence to inform a debate which is sometimes polarised", according to the response document.
It continued: ‘Government and the responsible regulators will examine the findings of this review and consider if any further actions on alcohol advertising, promotion and sponsorship might be both proportionate and necessary in order to have a significant impact on alcohol related harm.'
One of the industries that may have to change its practices, however, is outdoor. The report reveals that the Advertising Standards Authority would be prepared to consider complaints if drinks ads were felt to be too close to schools.
Calls by the MPs for the imposition of a minimum price on drinks were not supported, with the government merely saying it would review the evidence in this area.
Rae Burdon, chief operating officer at the Advertising Association, said:"‘We believe it's right that the more extreme recommendations on marketing restrictions have been rejected by government, as the rationale behind them was less than clear."
He welcomed the review as long as it was "conducted both independently and professionally".
A Portman Group spokesman said: "We are pleased that the Government has recognised the regulatory strengths and successes."
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