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The Government is considering a ban on alcohol advertising on television before 6pm.
Ministers are mulling over further curbs as part of a review of the price, promotion and harm of alcohol, which will be published this summer.
Ed Balls, the Children's Secretary, said: 'There seems to be a bulge of advertising of alcohol between 4pm and 6pm. That is often a peak time for mothers and also young children to be watching TV.'
Ministers are expected to order a tightening of the existing ad code rather than impose legislation.
In a strategy document this week, the Government said it would 'carefully consider how excessive drinking by young people could be ...