Russia's breweries have agreed to a voluntary code of practise that will limit their use of advertising, according to local reports. The code will include regulations banning the use of youngsters and youth culture in television advertising.

There will also be a tighter control over the distribution of beer, with an emphasis being put on sales to supermarkets rather than open-air markets and kiosks.

The move is being seen as an attempt to pre-empt stricter government control over beer sales and marketing. Official authorities have recently been discussing a full ban on beer advertising following concerns of underage drinking.

The reports said brewers such as Russia's largest beer maker Baltika Brewery, a subsidiary of Baltic Beverage Holding, ZAO Efes, a subsidiary of Efes Sinai Yatrim Holding S.A. and OAO Ochakovo have signed the deal.