Anti-alcohol campaigners have today called for a ban on the advertising of alcohol promotions to stop cut-price competition between supermarkets.
The Alcohol Health Alliance (AHA), which includes Alcohol Concern and the Royal College of Physicians, wants to see an end to all adverts which promote alcohol on the basis of low cost.
The ban would include discounted alcohol, multi-buy promotions and buy-one-get-one-free special offers in both the on and off-trades but is designed primarily to target supermarkets.
AHA wants the ban to include advertising in which alcohol on promotion is one of a number of products advertised.
In a submission to the Advertising Standards Authority the AHA states that 'advertisements must not include alcohol sales promotions and must not imply, condone or encourage immoderate drinking'.
Alcohol Concern chief executive Don Shenker said: "Supermarket price wars played out in the media are pushing the costs of alcohol down and presenting alcohol as an everyday household item.
"By promoting heavily discounted alcohol, retailers are encouraging bulk buying and contradicting the safe drinking messages the government is trying to promote, and which they claim to support."
Royal College of Physicians president Ian Gilmore said: "As a society we know we have a drink problem and to allow alcohol to be marketed like soap powder is simply not acceptable.
"We have the evidence that young people are influenced by marketing and know that other countries are taking firm action. We must follow suit."
Other European countries, such as France and Norway, have a total ban on all alcohol advertising on television and billboards.