The Portman Group is reviewing its Code of Practice for drinks marketing for the first time in five years - in response to "changing attitudes" to what constitutes a responsible promotion.
The industry watchdog is digesting the views expressed during a three month consultation and hopes to introduce the new guidelines for suppliers in May or June.
Perceptions of what is responsible will change over timeDavid Poley, chief executive of the Portman Group.
The consultation focussed on five key areas
* The encouragement of rapid drinking by suppliers marketing drinks as shooters or slammers* Marketing suggesting a link with sexual success* The requirement for drinks brands websites to verify user's names before allowing access* Practice of linked advertising to align an alcoholic drink to a non-alcoholic product* Promotion of alcohol on child-sized sportswear.
David Poley, chief executive of the Portman Group said: "Perceptions of what is responsible will change over time. Since the last review there has been more criticism of certain areas - like alcohol sponsorship on children's sportswear.
"We have to take into account the political environment when we decide what the code should say."
The review coincides with plans to re-brand the Portman Group with a new logo and strapline in light of the creation of the Drinkaware Trust.
Poley said it would continue to champion responsible marketing throughout the industry while the Drinkaware Trust would promote sensible consumption to consumers.
A second major change announced today is the appointment of Sir Richard Tilt as chairman of the group's Independent Complaints Panel for the naming, packaging and promotion of alcohol.
He takes over from Sir Paul Condon and was previously director general of the prison service.