Frank Soodeen of Alcohol Concern told BeverageDaily.com that the emergence of online technologies such as the video sharing websites Youtube and Dailymotion had created a form of loophole around current self-regulatory policies on advertising.

The comments come amidst growing criticism from regulators, consumers and some authorities over the current laws on advertising, which could potentially lead to stricter controls on how manufacturers can sell their products.

Sodeen claimed that although they had yet to receive complaints regarding video sharing sites, which allow anyone to broadcast -or post - and watch adverts unrestricted, they were arguably a contributor to drink ad concerns.

"A particular problem is when regular site users and not the companies themselves are posting adverts," he stated. "Users are not bound by any industry rules on what they can show, creating a grey area where current government policies are failing to keep up."

With hand held devices and other ways to connect to the internet becoming increasingly sophisticated, Sodeen said that the influence of online advertising was on the rise.

However, The Portman group, an industry led body designed to regulate the work of a number of leading beverage manufacturers in promoting their products, has denied the accusations that sharing websites have created a regulatory loophole.

Though a number of its members like Diageo have admitted to using the site to post some advertising campaigns, the group claimed that its members were very much bound by rules.

A spokesperson for the Portman group told BeverageDaily.com therefore that it was acting to ensure that its members' websites and other online promotional material were in line with its policies on "responsible" television and print advertising.

The spokesperson claimed that any official adverts appearing on videosharing sites would still need to comply with its online promotion rules. These rules state that promotions should not appeal to anyone under 18, and not contain people that appear to look below the age of 25.

They agreed though that there was a possible issue of piracy relating to non-company related users adding the adverts to video sharing sites that needed to considered.

"We can only regulate the drinks producers," the spokesperson stated.

"However, if we believe that an online promotion is irresponsible, or that more than 25 per cent of a particular audience is under 18, then we would take action."

The group added that it would consider speaking to sites if copyright issues became apparent.

Diageo, which is just one of a number of companies, who have been using video sharing sites to broadcast their adverts, said in a statement that both official and unofficial posting of its adverts did not contravene its policies on targeting underage drinkers.

"In accordance with our strict marketing code, and the Government's own codes, we only advertise on channels where we can prove, via a third party, that 75 per cent of the audience is 18 and over," the group stated.

"The audience profile of Youtube shows that 85 per cent is 18 years old or over (AC Nielsen), therefore clearly within the guidelines set for the responsible advertising of our products."

Not everyone agrees with the industry that it is succeeding in its aims to promote responsible drinking.

Last week, Ken Jones, head of the UK's Association of Chief Police Officers claimed that alcohol manufacturers were still targeting children, reflecting wider European concerns over irresponsible drinking throughout the bloc.

"We've got to challenge the multi-national companies to stop selling booze to children and end the crazy promotions that target them," he stated.