Guidelines covering the advertisement of alcoholic drinks have been tightened by the Advertising Standards Authority.

The new guidelines, which cover television, print and poster advertising campaigns, ban ads that show drinkers behaving in a juvenile way.

Adverts will also be unable to suggest that alcohol is essential for a good party and will not be able to contain any sexual references.

The ASA said that the guidelines were set to try and move alcohol further away from under age drinkers.