Thirty-seven signatories put their name to a joint letter to The Guardian saying that it is “time for the government to listen to the people rather than big business”.
The letter said that alcohol sponsorship of sport, and particularly football, is “as commonplace as advertising for cereal or soap powder”.
It added: “Self-regulation of alcohol adverting isn’t working when it allows drinks brands to dominate sporting events that attract children as well as adults, creating automatic associations between alcohol brands and sport that are cumulative, unconscious and built up over years.”
The list of signatories was headed by Professor Sir Ian Gilmore, chair of Alcohol Health Alliance UK.
Others putting their name to it included: Professor Jane Dacre, president of the Royal College of Physicians; Katherine Brown, director of the Institute of Alcohol Studies; Dr Evelyn Gillan, chief executive of Alcohol Focus Scotland; Jackie Ballard, chief executive of Alcohol Concern; and Andrew Langford, chief executive of the British Liver Trust.