As reported last week, the government is not considering a watershed ban on alcohol advertising, as proposed by alcohol action group Alcohol Concern.
Instead it has proposed inserting its own message into advertising, taking the form of an end-frame in broadcast and cinema ads and an information box in print ads.
The end-frame would have an average duration of one-sixth of total advertising minutes, according to Department of Health proposals, which mention a "similar restriction for print advertising".
*The proposals acknowledge that advertisers would have to pay for the airtime or print space taken up by the message and the requirement "would effectively act to increase the price of alcohol advertising by one-sixth ... and is likely to result in a reduction in advertising exposure".
The department has now opened a consultation process to hear views and says this could raise other options for how information might best be provided.
Gordon Brown, the prime minister, has personally supported the end-frame idea, as reported by Marketing in March.
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