A report has stated that the alcohol companies are 'pushing the boundaries’ of the rules guiding advertising with an intention of making an appeal to young drinkers.

Advertisers are still arranging to launch an appeal to the younger lot, as per the British Medical Journal, and promoting drinking despite the content of alcohol adverts being restricted.

Professor Gerard Hastings, report author, said that the companies are pushing the advertising the code of practice and the self-regulatory system of controls for alcohol advertising is failing.

He said, “What is happening is we have an inadequate regulatory system. There needs to be legislation that should be independent of those with vested interests. They have a great interest in getting people, as soon as they can, into their products.”

The amount spent annually by the alcohol industry in the UK is around £800m. The focus was laid mostly on four themes by the advertising code: appealing to under-18s, encouraging irresponsible drinking, sponsorship and new media.

Certain other documents suggest that the brands will be able to promote social success, masculinity or femininity, despite them being banned under advertising codes.