The government has confirmed that it is considering tighter restrictions on alcohol advertising, but will not push for a complete ban, The Independent has reported.

The confirmation comes speculation around proposals for complete or partial ban on alcohol ads in the UK, which was seen in a leaked draft from the Department of Health & Social Care (DHSC) by Sky News.

A DHSC spokesperson told The Independent: “The 10-year health plan will not include a ban on alcohol advertising. We are exploring options for partial restrictions to bring it closer in line with advertising of unhealthy food.”

An official document with the set plans and rules is set to be released next week as part of the NHS 10-Year Health Plan, which aims to reduce the incidence of common health issues.

The government confirmed that it proposals would bring alcohol advertising policies closer in with high fat, sugar and salt (HFSS) food advertising restrictions.

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Additionally, some of the partial restrictions may include barring alcohol ads before 9pm and bringing in stricter measures on social media and influencer advertising.

Implementation of HFSS advertisement restrictions have been delayed to June 2026, after pressure from media brands and food manufacturers.

Retailers warned that the stricter policies may affect revenues, an argument which may also apply to alcohol brands and manufacturers if the partial alcohol ad ban is introduced.