An alcohol-industry trade group in the U.K. says members will no longer advertise on children's sports jerseys, The Sunday Times reported June 3.

The Portman Group, which represents British alcohol firms, said that jerseys adorned with the logos of group members will no longer be sold to children. Prominent soccer clubs like Liverpool and Celtic, as well as various cricket and rugby teams, are sponsored by alcohol firms.

The voluntary agreement comes as the British government is about to unveil a new strategy that includes new health warnings on drink bottles and in retail settings. The ban will be written into the industry's code of conduct.

The move is significant because most sports jerseys are sold to teenage boys. Some predict that the ban will effectively end team sponsorships by alcohol companies.

"We are aware of the criticism about the wearing of shirts advertising drinks firms by children," said Portman Group CEO David Poley. "This move may make alcohol companies relatively unattractive as sponsors. One of the concerns is that if you do take your branding off there may well be some fallout in terms of reduced sales."

"I welcome the announcement and hope it's a move towards the complete withdrawal of the alcohol industry from sports events," said Ian Gilmour, president of the Royal College of Physicians. "Every statistic that comes out shows an increasingly concerning situation surrounding alcohol use by the young."