Japan's formulaic beer adverts, which have featured a string of Hollywood stars, are going down the drain after the industry decided to ban close-up shots of drinkers downing frothy pints and enhanced gulping sound effects.

Stars of the music and movie worlds have long been a staple of beer commercials in Japan - including a number of foreign actors such as Mel Gibson and Harrison Ford .

And, inevitably, the advert will end with the smiling star declaring "Oishi!", the Japanese term for delicious.

But an industry body has drawn up guidelines calling on brewing firms to stop using close-up images of happy drinkers and the inevitable accompanying gulping sounds.

The adverts glamourise beer and encourage alcohol abuse, the Shukan Post magazine reported.