Eurosport has banned all alcohol advertising on its Europe-wide network, according to press reports. Marketing said yesterday that the broadcaster believes it is inappropriate to advertise alcohol on its sports channel.

The decision follows broadcasting regulator Ofcom's announcement last month that it is to revise guidelines for the advertising of alcohol on television in the UK.

Marketing added that Eurosport may still allow alcohol advertising during specific events in the future, such as the 2006 World Cup in Germany.