The Senate has come out in favour of outlawing advertisements for beer and wine on television.
A majority agreed to re-introduce a blanket advertising ban for alcohol products, against a decision by the cabinet. The other parliamentary chamber, the House of Representatives, will discuss the amendment during the summer session.
During Wednesday's debate supporters argued the ban was part of prevention efforts.
However, opponents said the measure was unjust because it targeted only television. Interior Minister Pascal Couchepin pointed out the limited impact of bans.
The ban on beer and wine ads had been temporarily lifted for private stations broadcasting specifically to a Swiss audience.
The Senate also voted to continue a bilateral treaty with the European Union on the promotion, distribution and marketing of European films over the next four years.
In 2007 senators asked the government to renegotiate parts of the accord because of concerns that the Swiss film industry could lose funding from the EU programme.