Sarah Wollaston, Conservative MP and a GP, is proposing that the government adopt French legislation that allows alcohol advertising in the media but ensures it is aimed at adults only.
It follows a report published in the British Medical Journal (BMJ) by Professor Gerard Hastings and Dr Nick Sheron, which stated: "For every pound spent advising young people about the downsides of drinking, several hundred pounds are spent encouraging them to drink more."
France introduced the Loi Evin measure in 1991 to protect children from alcohol marketing and it is seen as a major factor in the country's effort to reduce alcohol abuse.
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