Under the new rules, Ofcom will ban all ads referring to buying rounds of drinks and those, such as a recent Bacardi campaign, that show drinks being "sloshed liberally around a crowded party room".
In an attempt to curb aggressive and anti-social behaviour, the rules have been be tightened to say that there must be no reference to acts or impressions of "daring, toughness, aggression or anti-social behaviour".
Ads must not link alcohol with sexual activity nor imply that alcohol can enhance attractiveness. However, it would still allow responsible treatments involving flirtation and romance between over-25s.
Ads must not suggest that regular solitary drinking is acceptable or that drinking can overcome problems or have therapeutic properties.
Rules have been tightened on advertising to youth cultures, saying that children must not be seen nor heard and no person under 25 may play a significant role in ads for alcoholic drinks.
There is an exception for children and teenagers in alcohol ads, provided they are part of a family group that is eating or socialising calmly and responsibly.
At the same time, Ofcom has lifted a ban on showing people drinking in the workplace, saying that advertisers must not normally show alcohol being drunk in a working environment.
ISBA has responded to the new code by saying it is likely to prove "extremely tough but workable", whereas the draft proposals set out in July would have proved "extremely tough but entirely unworkable".
The new rules come into force on January 1 2005, with a grace period until September 30 for ads currently in production for summer 2005.
The rules for TV scheduling and sponsorship remain unchanged.
Earlier this year, Ofcom ordered Heineken not to show an ad starring Ray Liotta in its current form because it breaks the rule stating that alcohol ads "must not suggest that a drink is to be preferred because of its alcohol content".
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