The British Medical Association (BMA) has called for the government to introduce a total ban on alcohol advertising in the UK as part of attempts to tackle the soaring cost of alcohol-related illnesses.

Sports competitions - including the Carling Cup, the John's Smith Grand National and the Magners League - and music festival sponsorship are among the events that could be forced to seek new commercial deals under the BMA's proposals. The association also wants the government to introduce a minimum price per unit on alcohol and to ban the use of promotional deals, such as happy hours and two-for-one purchases, following the publication of its Under the Influence report.

Dr Vivienne Nathanson, BMA's head of science and ethics, said: "Given the alcohol industry spends £800m a year in promoting alcohol in the UK, it is no surprise that children and young people see it everywhere. "We have a perverse situation where the alcohol industry is advising our governments about alcohol reduction policies. As with tobacco, putting the fox in charge of the chicken coop - or at least putting him on a par with the farmer - is a dangerous idea."