When I was going out at 16 or 17 I used to drink alcopops, but they made me feel sick because of the sugar.

Young people are particularly affected by such advertising, which encourages them to binge-drink and stock up on cheap alcopops, it said.

The "feminisation" of alcohol has been going on for years, from the prancing fawns of Babycham in the 1950s through lurid-hued alcopops to today's handbag-sized bottles and cartons of wine.