The potential of a partial ban on alcohol advertisements has been ruled out after the announcement received criticism from the alcohol industry, according to a report by The Times.

A 10-year NHS plan is set to be officially released on Thursday; however, plans for tighter restrictions on alcohol advertising were removed after concerns were raised from retailers.

An official spokesperson from the DHSC confirmed that the restrictions would be in line with the junk food ad restrictions. Additionally, a potential 9pm watershed ban was also a possibility.

According to The Times, Emma McClarkin, chief executive of the British Beer and Pub Association, expressed concern to ministers about the potential financial impact on the alcohol industry.

Another reason cited to push back on the alcohol ad restrictions was that retailers are dealing with mounting pressure from increased national insurance contributions and higher minimum wages.

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McClarkin told The Times: “The beer and pub sector is not just an economic engine — it is a cornerstone of British culture and sport.

“These proposals were not included in the Labour Party’s 2024 manifesto and risk being widely perceived as anti-growth and anti-business.”

Plans for a minimum price unit, which is being practised in Scotland, were initially considered but eventually ruled out. However, reports state that the government is considering making more health warnings on alcohol packaging mandatory.

Despite the rise of low-and-no-alcohol products, there is still concern around alcohol-related harm in the UK.