There should be a ban on all alcohol advertising, including sports and music sponsorship, doctors say.
The British Medical Association said the crackdown on marketing was needed along with an end to cut-price deals to stop the rising rates of consumption.
The industry spends £800m a year on promoting drinks – just a quarter of which goes on direct advertising.
Doctors said action was needed as alcohol was now one of the leading causes of early death and disability.
Only smoking and high blood pressure is responsible for a greater burden of disease, according to the World Health Organization.
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