A Tory MP is expected to put forward a private members' bill in Parliament to limit the exposure of children to alcohol marketing.
The bill, championed by Dr Sara Wollaston MP, would mirror long-standing French legislation, the so-called Loi Evin, which bans alcohol promotion through television and social media but allows it elsewhere.
Professor Gerard Hastings, of Stirling University, told the British Medical Journal the law had helped to reduce alcohol consumption in France.
"Removing this profoundly unhealthy influence is, unsurprisingly, recognised as a key public health priority. So along with their cafe culture, the Loi Evin is a French innovation that the UK needs."
The British Medical Association has added its support to the bill, according to the BBC.
Dr Wollaston, who is herself a GP, put forward the proposal as a 10-minute rule bill. Such bills rarely gather enough support to be passed into law.
By Neil Gerrard
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