In addition, the AMA wants broadcast and cable networks to refuse alcohol ads that use cartoons, mascots, or other characters attractive to young people.

"It's time TV executives and the alcohol industry stop profiting at the hands of those most harmed by drinking," said J. Edward Hill, chairman of the AMA.

In making its appeal, the AMA cited its newly released report that shows that underage drinking impairs memory, learning capabilities, decision-making and reasoning.

"Findings indicate that adults would have to consume twice as many drinks to suffer the same damage as adolescents and that even occasional heavy drinking injures young brains," said the AMA.

The report, which is based on two decades of scientific research, also found that young drinkers generally perform poorly in school and experience social problems, depression, suicidal thoughts and violence.

Although television ads for beer and wine are common in prime-time programming, distilled spirits manufacturers followed a voluntary, industry-led ban on TV commercials from 1948 to 1996. Last year, NBC quickly reversed a decision to accept ads for hard liquor -- the first among the major networks to do so -- after widespread public protest.

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