The watchdog has released draft rules on the advertising of alcoholic drinks on television, following industry debate.
Among the new rules are a ban on showing scenes such as that in the Bacardi ads, where, as Ofcom puts it, "spirits are sloshed liberally around a crowded party room". It would also prevent advertisers from referring to buying rounds of drinks.
In an effort to curb aggressive and anti-social behaviour, the rules would be tightened up to say that there must be no reference to acts or impressions of "daring, toughness, bravado, aggression or boisterous, irresponsible or anti-social behaviour".
At the same time, Ofcom said that it was cutting back on other restrictions, including lifting a ban on showing people drinking in the workplace, and a relaxation on the rules governing the use of children and teenagers in alcohol ads, provided they are part of a family group that is eating or socialising calmly and responsibly.
Tim Suter, Ofcom's partner for content and standards, said: "The evidence from research, as well as a broad consensus of public and industry opinion, indicates there is a strong case for specific changes to the existing rules on these particular products."
A full copy of the consultation document can be found here, and responses must be submitted to Ofcom by September 24.
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