The Scottish government has launched a consultation into alcohol advertising, seeking a ban on TV ads before the 9pm watershed and in films for under-18s.

Today's Scottish government consultation has been launched as part of a wider strategy, called Changing Scotland's Relationship with Alcohol, which includes plans to tackle the "irresponsible promotion" of drinks by bars and pubs and introduce a "social responsibility fee" for some alcohol retailers to offset the consequences of misuse.

The 82-page strategy document said that "what is clear is that the current volume of alcohol product advertising, reinforcing how 'normal' and desirable it is to drink, far outweighs any public messages about the hazards associated with alcohol consumption".

The consultation, which closes on September 9, also stated: "In terms of television advertising more widely, given the reach of broadcast advertising, we consider this should be the focus of further action."

It goes on to recommend greater restrictions on alcohol ads on TV "at times which children and young people are likely to view them".

"We will therefore explore how best to deliver a ban on alcohol advertising before the 9pm watershed and in cinemas for films with a certificate below age 18," the Scottish government document added.

Launching the consultation, Nicola Sturgeon, the Scottish cabinet secretary for health and wellbeing, said: "We are not anti-alcohol but we are concerned about alcohol misuse.

"Today we are putting forward our ideas for tackling this issue. We want to hear as many views as possible, because we all have an interest in getting to grips with this situation. Now is the time for action to defuse the health timebomb alcohol misuse is storing up for the future."

The move to further tighten restrictions on alcohol marketing in Scotland will be resisted by the drinks industry, which is already keenly awaiting the results of a UK government-commissioned independent review, by Sheffield University, of alcohol pricing and promotion.

"There are already strict regulations on the content and scheduling of alcohol ads," said Michael Thompson, the head of communications at drinks industry body the Portman Group.

"There is absolutely no alcohol advertising around programmes aimed at children. Audience profiling is a far more effective control than trying to predict when children may be watching."

The Scottish government strategy document said that there were "no plans at this stage to introduce statutory restrictions on alcohol sponsorship [and] we welcome the increase in the voluntary inclusion of responsible drinking messages at events with an alcohol sponsor".

Last November, Gordon Brown met key figures in the drinks industry to discuss the role of marketing in underage alcohol consumption.

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