The news comes as the government outlines its strategy for dealing with the growing problem of alcohol misuse among young people in England, which it says costs the country around 拢20bn a year through crime, injuries and lost productivity.
In a 100-page paper called 'Alcohol Harm Reduction Strategy for England', the Prime Minister's Strategy Unit has said that it will crack down on irresponsible alcohol promotions and provide better information to consumers about the dangers of alcohol misuse.
It says that the alcohol industry should go beyond its statutory responsibilities to help combat the problem of binge drinking, particularly where it comes to television advertising, saying that too many ads follow the letter but not the spirit of existing rules. However it has stopped short of introducing measures that would ban alcohol advertising, despite calls from the British Medical Association to do so.
The report outlines a social responsibility charter for drinks producers, which proposes measures to ensure advertising does not condone nor promote irresponsible or excessive drinking; the use of sensible drinking messages on bottles; and a pledge from drinks companies not to create products that appeal to underage drinkers nor encourage people to drink well over recommended limits.
It will also introduce a new voluntary award scheme that will combine a code of good practice with a financial contribution from the alcohol industry to create a fund to tackle the problems caused by alcohol misuse.
Hazel Mears, minister of state for crime reduction, said: "In many areas the police, local councils and the drinks industry are all working together to combat problems like underage drinking, anti-social behaviour and drink-fuelled violence.
"Our strategy will widen this approach so that people are more aware of the dangers of excessive drinking, that advertising doesn't promote irresponsible drinking and the violent behaviour in our city centres is reduced."
The Portman Group, which campaigns for responsible promotion of alcohol and is funded by the drinks industry, said that it welcomed the strategy. However, it warned the alcohol industry not to be complacent in working in partnership with the government.
Jean Coussins, chief executive of the Portman Group, said: "I am pleased that the government can build on the good practice already in place among leading companies within the industry. The industry must do even more to deliver against the tough targets set out in the strategy or face government action."
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .