Banning alcohol advertising from sport could have "extremely grave" consequences for Scottish football, SNP ministers have been warned.
The SFA and SPFL have called on clubs across the country to make their voices heard after a public consultation was launched last week on how to restrict booze promotions in public places.
Health campaigners have long called for a clampdown on adverts for beer, wines and spirits being prominently displayed at big sporting events.
The Scottish Government is now asking for views on a range of proposals which could effectively see booze banned from billboards in public places and club jerseys.
But football bosses have warned such a move could mean an end to major international tournaments such as Euro 2028 being staged in Scotland.
Ian Maxwell, SFA chief executive, said: "Scottish football is already restricted by the Criminal Justice Act (1980) which for more than 40 years has prohibited the sale of alcohol within football grounds.
"As a consequence, we cannot control consumption levels that take place outside of the stadium bowl and thus cannot be part of a data-led solution.
"We will contribute to the consultation to ensure a fact-based approach and to highlight the consequences of any legislation being imposed, not just financially, but in potentially being precluded from bidding for major football events, as well as other world-class, international sporting events where alcohol partnerships are an integral part of a diverse sponsorship portfolio.
"For the avoidance of doubt, the national game remains supportive of responsible drinking campaigns, especially aimed at harmful drinkers, and will continue to use the power of football to promote that responsibility for the benefit of all concerned."
Neil Doncaster, SPFL chief executive: "We will take time to consider these proposals in far greater detail and respond in due course, but even at an initial stage, it is clear that the sporting, social and financial implications could be extremely grave.
"Sport worldwide depends to a very great degree on sponsorship, and drinks companies have a long and supportive history in the Scottish game.
"Their valuable financial contribution is hugely important to the wellbeing of our sport and its ability to support a range of social benefits.
"To remove that revenue stream, at a time when we are experiencing the most significant economic challenges for a generation, could have huge implications for clubs and Scottish sport more generally."
The consultation has also floated the idea that alcohol could effectively be hidden from public display in shops in a similar way to tobacco.
Measures could include a requirement for smaller shops who display alcohol on shelves behind the counter to place the bottles "in a closed cupboard, like tobacco products".
Supermarkets could be told that alcohol must be kept near "near the back of the shop away from entrances, exits or checkouts".
But the plans have been slammed by the Campaign for Real Ale (CAMRA), which supports independent brewers.
Stuart McMahon, head of CAMRA Scotland, said such "heavy-handed" legislation would punish small businesses and those who consume alcohol responsibly.
He said "The Scottish Government’s plans risk punishing local breweries, cider producers and the vast majority of people who consume alcohol responsibly instead of targeting intervention and help to those suffering from alcohol dependency."
Alison Douglas, chief executive of Alcohol Focus Scotland, welcomed the consultation and said it was "an opportunity for us to be ambitious and to put people’s right to health before company profits".
She added: "Shops and supermarkets are a major source of exposure to alcohol marketing for children and young people, which can cause underage drinking.
"People in recovery from alcohol problems tell us they have had to devise strategies to avoid certain shops or parts of their local supermarket because seeing alcohol on the shelves is triggering. In addition, the visibility of alcohol in shops encourages impulse buying, making us drink more."
A Scottish Government spokeswoman said: "Alcohol-related harm is one of the most pressing public health challenges that we face in Scotland. An average of 700 people are hospitalised and 24 people die each week from illnesses caused by drinking alcohol.
"The public health minister will be meeting key stakeholders, including the alcohol and advertising industries and representatives from the sports sector, during the consultation period, to hear directly from them.
"This is a first wide ranging consultation on this issue and any proposals we take forward into legislation are subject to the consultation responses. We are not introducing legislation at this stage."
To sign up to the Daily Record Politics newsletter, click here.
