The head of the Guernsey branch of the British Medical Association (BMA) has joined calls in the UK for a ban on alcohol advertising.
The BMA claims television advertising glorifies drink
Local BMA chairman Dr Brian Parkin says he is not happy with the light in which alcohol is portrayed.
At the BMA's annual conference at Torquay in Devon last week, leading UK doctors challenged the drinks industry by calling for a halt to annual advertising worth £270m.
However, Dr Parkin points out doctors are not trying to encourage people to stop drinking as there are safe levels of alcohol consumption - in contrast to smoking, where there is no safe amount of smoke.
The BMA was pushing for a ban on television advertising in particular, claiming it glorifies drink and helps fill hospital beds with alcohol-related conditions.
Dr Brian Parkin says, although the matter has not yet been discussed locally, he would support any measures which would reduce the glamorisation of alcohol.