A group of addiction prevention experts has said that alcohol adverts on television - allowed since February 1 - must not target youths and children.

The move to allow beer and wine commercials to air nationally in Switzerland brings the country in line with European Union regulations. It was approved by government last year.

The group, which includes the Swiss Institute for the Prevention of Alcohol and Drug problems, said that it wanted send out a reminder that the law did not permit alcohol commercials targeting young people.

“Television interweaves product information with emotion and lifestyle. Particularly susceptible to these one-sided advertising messages are young people,” said the group in a statement issued on Monday, adding that lifting the ban had been a “wrong signal”.

Previously, the public service broadcaster, the Swiss Broadcasting Corporation, and foreign broadcasters with Swiss services were forbidden to broadcast alcohol adverts on Swiss airwaves, even when the ads originated in a country that allows them.

This conflicted with EU guidelines that commercials should be subject only to the laws of their country of origin. Lifting the ban gives Switzerland access to the EU media funding programme.

Adverts for spirits, however, remain banned.

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