(Decanter) - Calls to ban alcohol ads and sponsorship in the UK as part of a bid to cut binge drinking 'should play no part in a free society', according to the advertising industry. Advertisers’ group ISBA slammed the proposed ban – put forward last week by the Alcohol Health Alliance (AHA) – describing it as ‘misguided’ and arguing that it could even make the situation worse. ‘While we welcome sensible discussion on the serious issue of tackling binge drink culture, slapping a ban on alcohol ads is a lazy and naive reaction that will sadly not stop alcohol abuse, nor prevent underage drinking,’ said Ian Twinn, director of public affairs at ISBA.