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The regulations, proposed by advertising watchdog Ofcom, will restrict drinks campaigns that imply that alcohol increases sexual prowess or that it makes you tougher or more daring.
The new regulations are considered tough but the drinks industry is desperate to comply with anything that helps avoid the threat of Government intervention in the drinks trade and the possibility of restrictions in the future.
Meanwhile a new survey of politicians taken at the recent party conferences found that a large number of MPs believe that individuals need to take more responsibility for their drinking habits. More than 40 per cent said that individuals needed to be held account for responsible drinking.
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