Drinks industry asked to sign new code of practice

Pubs, off-licences and other sectors of the alcohol industry have been asked to sign a new code of practice to prevent the sale and promotion of alcohol to people under the age of 18.

The code forbids advertising that links alcohol with social, sporting or business popularity, that is targeted at under-18s or that promotes binge drinking.

It also forbids the sale and promotion of multiple-shot cocktails like Fat Frogs.

The code was drawn up by Mature Enjoyment of Alcohol in Society, a group established by the drinks industry to promote responsible drinking.