Promotions, sponsorship deals, websites and branded merchandise have all been added to The Portman Group's new code of practice, which was launched today.
The code has been extended to a wide range of promotional activity. It now includes websites which sell alcoholic goods to the UK.
A major development is that branded merchandise which appeals to children is no longer allowed. The only exception is in the case of sports kits for children where an unbranded strip must be available as an alternative. Products marketed or developed primarily as alcoholic drinks even if classified as foodstuffs such as jellies, and draught drinks are also included.
Jean Coussins, director of The Portman Group, said: "Now we are plugging another regulation gap and extending the code to wider promotional activity. For example, teddy bears and other children's toys bearing alcoholic drinks branding will not be acceptable. Neither will brand websites that encourage dangerous drinking games."
The merchandising section, which was aimed at off-trade retailers, has been left out of the new code. This is due to the fact that any complaints are usually dealt better by the local licensing officer and trading standards.
Happy hours and pub price promotions have not been included and the group has advised licensees to follow the guidelines issued by the British Beer and Pub Association.
The new code of practice on marketing standards follows extensive consultation across the drinks industry and among bodies concerned with alcohol misuse, health, education and the policing. It has been given the all-clear by the Office of Fair Trading.
The drinks watchdog's self-regulation initiative was launched in 1996 to ensure that all alcoholic drinks were promoted in a responsible manner that did not appeal to children or encourage anti-social behaviour.