New guidelines for the way alcohol is advertised and promoted kicked in yesterday, but health advocates say the updated advice lacks teeth and may even make it easier for minors to view alcohol ads.
The Alcohol Advertising and Promotion Code was adopted by the Advertising Standards Authority - or ASA - at the end of last year following a review.
It came into effect for new ads from April 1 and for all ads, yesterday.
The Code is designed to ensure alcohol advertising and promotion is consistent with the need for responsibility and moderation in merchandising and consumption, and doesn't encourage drinking by minors.
But it's also voluntary, something that harm-reduction group Alcohol Healthwatch says undermines its effectiveness.
Kathryn talks to Alcohol Healthwatch executive director Nicki Jackson about her concerns, and the chief executive of the Advertising Standards Authority, Hilary Souter.