The proposals clamp down on promotion to teenagers and ban images linking alcohol to sex. They will also outlaw ads that condone 'yobbish' behaviour.
The regulator will consult with the drinks industry, broadcasters and consumer groups on the draft rules between now and September 24, but aims to implement them by November.
Several recent TV ads could be outlawed under the proposals, which call for a ban on ads that use celebrities who might appeal to under-age viewers.
This raises questions over the use of Peter Kay by John Smith's and Johnny Vaughan by Strongbow. These ads might also fall foul of a separate proposal to outlaw scenes of macho behaviour or practical jokes.
The draft rules also state that actors featured in ads must look at least 25, and there can be no references to sport, youth music, animals, the outwitting of authority, puerile behaviour or multiple purchase offers.
Portrayal of immoderate drinking or the purchase of rounds of drinks will be banned, as will the depiction of alcohol in romantic or sexual situations, unless the ad shows 'affection between established, mature couples'.
Ofcom proposes to relax rules on children appearing in alcohol ads, provided they are in a family eating in a restaurant, or drinking soft drinks in a pub garden.
The Incorporated Society of British Advertisers said the changes differed significantly from its proposals. The body will be seeking consultation with Ofcom.
.jpg)
.jpg)