It also pledged to clamp down on inappropriate marketing and offer greater protection to under 18s.
The Code now bans any direct or indirect associations between alcohol and sexual success. It will also be prohibited for alcohol marketing to make claims about having therapeutic properties, such as aiding relaxation.
Images of people under 25 can no longer be featured drinking or holding alcohol, bringing the Code in line with the ASA rules.
But producers will now be able to draw attention to low alcohol drinks and make lower abv a dominant theme to support the industry’s pledge under the Government’s Responsibility Deal to remove one billion units from the alcohol market.
Henry Ashworth, chief executive of the Portman Group, said: “The industry works hard to operate an effective and practical approach to self-regulation which is supported by producers and retailers and I am encouraged that Government has recognised this in its alcohol strategy.
“Our aim is to support the industry through our advisory service and get the right balance between enabling innovative campaigns and NPD whilst protecting the public from unacceptable marketing, especially children and young people.”