Alcohol Concern has attacked a drinks manufacturer over its "pornographic
marketing and has called for independent regulation on alcohol promotion to replace the existing voluntary code.
The charity has also asked The Portman Group, the industry self-regulator that works to prevent alcohol misuse by young people, to remove the manufacturer Halewood International from its list of code signatories.
Halewood is launching Hard Core, a new alcoholic beverage, in the autumn with the strapline "You would on 8.4% hard core".
"This is the second time that Halewood has gone against the code, and cases like this illustrate the need for a set of practices that crack down on inappropriate marketing,
said a spokesperson for Alcohol Concern.