Eight of Europe's biggest alcohol firms have united to draw up new rules for their own advertising in an effort to head off tighter regulation.
Carlsberg, Heineken and Diageo are among the drink giants that have agreed the Responsible Marketing Pact, which is being launched today and will cover all European Union countries.
A key measure is a commitment not to target children, particularly on social media. The eight alcohol companies said that they will buy advertising in media only "where at least 70 per cent of the audience is reasonably expected to be above legal purchase age". The alcohol firms have hired management consultants Accenture to carry out independent monitoring.