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Adverts promoting the downing or 'slamming' of alcoholic drinks are to be banned under new rules published today.

Drinks industry body the Portman Group has said that a new restriction on such promotions will apply to all pre-packaged alcoholic drinks marketed in the UK from the beginning of next year.

All promotional material including the drink's name and packaging, associated press releases, websites, sponsorship, sampling, branded merchandise and advertorials will be affected by the restrictions.

Retailers and promoters will be given information about the new rapid drinking rule to enable them to know whether their adverts would fall foul of the new restrictions.

Such a move comes at a time when the increasing incidence of alcohol-related criminality and the prevalence of drinking among Britain's youth has put the marketing of alcohol near the top of the national agenda.

"Downing drinks is potentially damaging because it can cause people quickly to get drunk," Portman Group chief executive David Poley said.

"In the end, only drinkers can control the way they drink. Producers want to promote responsible behaviour and not a drinking style which can be harmful."

But the code of practice set up to regulate alcohol advertising has been accused of lacking teeth because of its voluntary nature.

Alcohol Concern spokesman Frank Soodeen said the code is almost meaningless because it is so difficult to enforce.

"The main issue is around enforceability," he explained on BBC Radio Five Live. "The fact is this isn't a legal code, it's completely voluntary.

"Not only do you have to know what the Portman code says and then find a breach, you then have to write a report to the Portman code.

"And more importantly then you have to go and make sure the retailers are actually following the code. There is very little follow through, and that makes it almost meaningless."

Speaking on the same programme, the legal director at the Institute of Practitioners in Advertising welcomed the new clampdown on adverts.

Marina Palomba said the voluntary code of practice introduced by the drinks industry body has been extremely successful in encouraging manufacturers to market their products more responsibly.

"What the Portman Group is doing is merely bringing into line labelling and packaging in line with advertising. This is to be applauded," she said.

Responding to Alcohol Concern's criticism, Ms Palomba said: "I think that's entirely disingenuous.

"To start with the advertising code for example, not the Portman code but the advertising code, is compulsory and all advertisers follow it."