Scotland's biggest music promoters warned a ban on booze ads would decimate festivals and push gig tickets through the roof, causing "huge job losses" - and said audiences would just travel down south instead.
DF Concerts, organisers of the TRNSMT and Connect festivals, said T in the Park and outdoor festivals it inspired would never have happened had curbs on alcohol advertising and marketing been in place at the time.
The Glasgow-based company has predicted "huge job losses" and an increase in poverty if the government presses ahead with a drive to "reduce the appeal" of alcohol to young people and those recovering from alcohol addiction.
