The Advisory Council on the Misuse of Drugs, which usually advises Government on illicit drugs such as cannabis and cocaine, has pointed the finger of blame for the increase in underage drinking at the £200m marketing sector.
It has called for a ban on all alcohol advertising on TV and in under-18 movies, as well as alcohol-branded events watched by teenagers. Such a ban would see an end to events including Carling Weekend music festivals, the Heineken Cup and sponsorship deals such as the Carling Hammersmith Apollo.
Andy Jones, managing director of Universal McCann, which handles the media planning and buying for Bacardi-Martini, described the recommendations as draconian. "We are very careful as to the age of consumers we target," he said. "All clients in this category have got to be careful to act in this way. We do not target underage drinkers."
Alcohol watchdog The Portman Group was also sceptical. "The statement we have seen from the Government indicates that it won't rush to implement them," said chief executive David Poley.
"There are strict regulations with the Advertising Standards Authority and sponsorship, which is covered by our code of practice."
He added that the organisation is set to review this later in the year.
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