UK advertising watchdog has ordered drinks companies to hire uglier men for their alcohol ads in Britain, to avoid implying a link between boozing and sexual success.

The unusual ruling is part of measures that the drinks industry takes to tackle binge-drinking under the pressure of ministers.

Men who feature in alcohol ads that target women should be "balding" and "paunchy" rather than "attractive and desirable", says a guidance issued by the Committee of Advertising Practice, as cited by The Times.

"We consider that the advert is in danger of implying that the drink may bring sexual/social success, because the man in question looks quite attractive and desirable to the girls. If the man was clearly unattractive, we think that this implication would be removed," said the ruling.

The guidance does not forbid romance and flirtation only if the adverts are not aimed at the under-18s or use celebrities in a "sexy" or "cool" manner.

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