Tory backbencher Dr Sarah Wollaston will put forward a private member's bill to restrict children from alcohol marketing.
Wollaston believes that a repressive French law known as Loi Evin could be adapted for the UK. She will put forward the proposal as a 10-minute rule bill. This allows her to make a speech in Parliament, although the process rarely leads to
legislation being passed but is instead a chance to raise awareness about an issue.
The British Medical Association and university 'experts' said the move would go a long way to protect children.
The French legislation was introduced in 1991 and totally bans alcohol promotion through mediums such as television and social media.
Professor Gerard Hastings, a social marketing expert at Stirling University, told the British Medical Journal the law had helped to reduce alcohol consumption in France. Removing this profoundly unhealthy influence is, unsurprisingly, recognised as a
key public health priority. So along with their cafe culture, the Loi Evin is a French innovation that the UK needs.
David Poley, chief executive of the Portman Group, which represents the drinks industry, said: The UK already has some of the strictest rules in place to prevent alcohol being marketed to children or in a way that might appeal to them. The call for a
French-style advertising ban is entirely unfounded.