Legislation which it is claimed would have effectively outlawed billboard advertisements for alcohol has been rejected by MSPs.

Labour MSP Dr Richard Simpson had put forward a series of measures aimed at tackling Scotland's "problematic relationship" with drink in a member's bill

His Alcohol (Licensing, Public Health and Criminal Justice) (Scotland) Bill, which would have banned billboard adverts for alcohol from within 200 metres of a school, was rejected by 36 votes to 59, with 12 abstentions.

Dr Simpson told MSPs that "within the limited powers we actually have to ban this within 200 metres of schools would mean effectively we were banning billboard advertising in Scotland".

This, he argued, would be a "small step towards de-normalising alcohol".

Public Health Minister Maureen Watt said ministers had set up an expert group to look at alcohol advertising and sponsorship, which could lead to measures being included in the next phase of the Government's framework for tackling alcohol.

"We welcome the intent behind the advertising measures behind the Bill," she said.

Ms Watt insisted the Scottish Government had a "track record" in tackling Scotland's drink problem through measures such as ending mutli-buy deals and cutting the drink driving limit.

But she accepted there was still "some way to go", and added: "As part of that we will be looking at some of the measures in this Bill, how they might be developed or adapted and potentially incorporated within the next phase of the alcohol framework."

Dr Simpson said he was "very disappointed" the Government had failed to support his Bill, which would have brought in further restrictions on the selling and advertising of alcohol.

"Frankly the message is clear that this government is not in a hurry to act," he said.

Dr Simpson's Bill had included regulations on the price of multipacks, ending the situation where cans of beer or cider are cheaper in packs of 12 or 18 than they are individually or in four packs.

Other measures would have introduced a limit on the amount of caffeine allowed in pre-mixed alcoholic drinks, while bottle tagging would have been brought in in some areas as one way of dealing with underage drinking.