The Scottish Government is to look into reducing alcohol marketing after the number of alcohol related deaths reached a 15-year high.
New regulations could see pubs banned from serving pints in branded beer glasses or allowing staff members to wear alcohol-branded t-shirts.
There were 1,277 alcohol-related deaths in 2023, one more than 2022.
During a statement in Holyrood, health secretary Neil Gray said: "It is clear that steps to reduce alcohol harm are vital to supporting good public health and to reduce alcohol specific deaths.
"It is therefore vital that we are clear on the evidence and that proposals would be effective, that action to reduce alcohol harm supports good public health and would reduce alcohol specific deaths, and that decisions we take are led by evidence, balanced with the potential impact on the wider economy.
"Therefore I will commission Public Health Scotland to carry out a review of the evidence on the range of options to reduce exposure to alcohol marketing, to help us in this aim."
The statement was met with widespread backlash from brewers to industry leaders.
Emma McClarkin, CEO of the Scottish Beer & Pub Association said: “It is surprising that the Scottish Government have decided to revisit this area, especially after the previous proposals were rightly withdrawn after the consultation analysis showed overwhelming opposition to every single measure.
“This review must take into consideration the full range of evidence, including the potential economic impact of any additional regulations, the robust protections already in place, and the damage that could be done to a number of sectors, including sports organisations, cultural events, public transport, and to Brand Scotland in attracting inward investment.
“We have already made clear our willingness to work with the Government on the review and hope to engage with Public Health Scotland over the coming months.”
'A waste of time and taxpayers' money'
Richard Street, general counsel at Aberdeenshire-brewer BrewDog, was also quick to criticise the Scottish Government.
Mr Street said: "WHO research shows that advertising restrictions alone have minimal impact on reducing alcohol consumption."
He added that restricting advertising for one type of alcohol may encourage consumers to switch to other forms, and noted the positive economic impact the industry has to Scotland, including jobs and revenue.
He also said that the idea is "frankly, a waste of time and taxpayers’ money".
"Our government needs to do much better than dusting off plans which have already been robustly and justifiably panned," he added.
Junk food ads banned until 9pm
Meanwhile, a UK Government ban on junk food advertising being shown before 9pm will come into place from next October.
Labour said it's aimed at tackling childhood obesity, with the ban impacting TV ads and online ads.
The policy was agreed to by Boris Johnson's Conservative government in 2021, but pushed back to give industry more time to prepare.
"These restrictions will help protect children from being exposed to advertising of less healthy food and drinks, which evidence shows influences their dietary preferences from a young age," said Health Minister Andrew Gwynne.