DRINKS firms will no longer be able to market products as “slammers” or “shooters” from midnight on New Year’s Eve under a new code of conduct designed to curb high-speed “down in one” drinking.

The code, drawn up by the Portman Group, which represents drinks makers, also bans the use of alcohol logos on children’s replica sports kit, but its main target is fast drinking. Even ads that show a drinker’s head tipped back too far as they put the glass to their lips will be covered.

The change comes as the government plans a £10m advertising campaign designed to “shock” young people into cutting back on drinking by showing them in humiliating poses after getting drunk.

“The pictures we have got so far show what they will look like at the end of a night on the tiles,” said a health department source. The television campaign is expected to show images of intoxicated girls lying in vomit or in bed with strangers.

The campaign, due to be mounted in April, will coincide with new drink labelling rules.

Antidrinks campaigners have complained the Portman rules do not go far enough because they are limited to packaging and marketing material and cannot be enforced against, for example, bars that use the word “shooter” to describe a cocktail.

But David Poley, chief executive of the Portman Group, said he hoped licenced premises would also follow the guidelines. “We expect companies to recognise that this code is for the long-term good of the industry,” he said. “Promoting shooters and slammers is not compatible with responsible drinking.”

The rules on shirts will hit some big sports teams. For example, Liverpool football club was last week still advertising a £24.99 child’s strip emblazoned with the Carlsberg brand name.

A spokesman for Carlsberg said it would brand children’s kits for the next two years because of existing contracts, but no new deals would be signed.

Other advertising changes to protect children’s health will be introduced on January 1. Under a code drawn up by Ofcom, the broadcast regulator, “junk food” adverts aimed at the under-16s will be banned.

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