A UK cider brand will be pulled from shop shelves after being labelled as irresponsible by the drinks industry's self-regulatory body.

A cartoon snake wearing sunglasses and depicted on bottles of Cornish Rattler Cyder has been found to breach the Portman Group's code or practice on marketing.

Portman's Independent Complaints Panel has moved to ban the drink, produced by Healey's, because of the cartoon snake's "particular appeal to under-18s".

"We're taking action to prevent the sale of the drink in its current packaging," said Portman chief executive David Poley.

"The company has, however, pledged to change its marketing to address the Panel's concerns."