The Swedish drinks industry is bracing itself for a tough set of advertising laws following the ruling by the EU last year that the country must drop its total ban on drinks adverts.

The news service AFP reported today that the Swedish Social Affairs Ministry has said it has submitted a bill for review that would bar advertisers from glamourising alcoholic drinks.  People would not be allowed to appear in alcoholic drinks advertising, which would also be required to include warning texts and could not target people under the age of 25.

The new law would take effect on 1 January 2005.

Sweden has a tough track record on alcohol sales and has long looked to limit underage drinking and alcohol harm through government intervention. Not only is the alcohol retail monopoly controlled by the State, but in 1978 the country banned alcohol advertising.

However, last year the Swedish Market Court upheld a 2001 ruling by the European Court of Justice that the ban violated European regulations on the free circulation of goods and services.