The whisky tourism industry in Scotland is at risk from plans to ban alcohol advertising, industry leaders have warned.

Gordon Morrison, the CEO of the Association of Scottish Visitor Attractions, said that the proposals, which include the scrapping of sponsorship and memorabilia, could have a major impact on international tourism and rural communities.

Experts said that other countries are envious of Scotland’s whisky industry, and warned that Scotland could lose a significant part of its heritage and culture overnight. They also said that the industry was a major economic asset, with alcohol firms sponsoring Edinburgh Festival Fringe, the Book Festival, the Film Festival, and Scottish Ballet.

It also proposes an end to merchandise with alcohol branding, which could see distilleries and breweries unable to sell t-shirts and glassware. Additionally, it has suggested that drinks firms be banned from sponsoring sporting and cultural events.

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