The Advisory Council on the Misuse of Drugs (ACMD) has called for the prohibition of sponsorship by alcohol companies of sports and music events which could be attended or watched by under-18s, in a recent report.

Events such as the Carling Weekend Reading and Leeds Festivals, the Stella Artois Championships tennis tournament, the Carling Cup and the T in the Park Festival would all be affected.

The ACMD’s Pathway to Problems report said that it is “hard to avoid the conclusion that the alcohol industry seeks to increase sales by fostering an attractive image of youthful vigour and carefree pleasure through its advertising themes and sponsorship of sport”.

A spokesperson for InBev, the brewing company which sponsors the Stella Artois Championships and T in the Park, said: “This seems to be a typical reaction from an advisory group more interested in grabbing headlines than actually looking at the real and complex issues behind alcohol misuse.

“The more forward-thinking advisors in government know that such a ban would make little difference and instead believe that our sponsorships should be used to try and educate people about the responsible use of alcohol.”

Coors, which brews Carling, is a member of the Portman Group, which said that its Code of Practice regarding sponsorship is “generally very well observed”, but said that it would shortly carry out a review of the code.

A spokesperson for the DCMS – the governmental department which would be asked to deal with the implementation of such a ban – said: “We agree that alcohol companies should take a responsible approach when they sponsor sports events attended or watched by under-18s.

“Sponsorship by alcohol companies is worth millions to British sport, money which in many cases is then used to support youth and grassroots development programmes.”

It is not yet known how the report’s recommendations would affect venues such as the Carling-branded Hammersmith Apollo and Brixton Academy.

The report suggests that the advertising of alcohol in cinemas showing films to under-18s should also be banned.

While the government does not have to follow the ACMD’s proposals, the council is influential. For example, the government re-classified cannabis following its advice. Details: www.drugs.gov.uk