In July, Ofcom released draft rules as part of a consultation exercise on advertising of the sector on television.
These included banning ads referring to buying rounds of drinks and those, such as a recent Bacardi campaign, that showed drinks being "sloshed liberally around a crowded party room".
But in its response, the IPA said the proposals were "unnecessarily prescriptive". A statement said that the body was "concerned the proposals will make interpretation by clearance bodies, regulators, and advertising agencies more, not less, difficult and create uncertainty".
Ofcom's draft rules also included a ban on any reference to acts of "daring, toughness, bravado, aggression or boisterous, irresponsible or anti-social behaviour".
It is also proposing cutting back on existing restrictions, such as lifting a ban on showing people drinking in the workplace and relaxing rules surrounding children and teenagers in alcohol advertising, as long as they are part of a family group that is behaving responsibly.
Marina Palomba, IPA legal director, said: "What we see in the proposals to change the codes are assumptions without evidence. This goes against what the government has said on this subject, which is that any steps to restrict freedom of commercial expression and the right to advertise legal products has to be evidence based."
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