The Portman Group has slammed a new invention that allows people to snort alcohol.
The Alcohol With Out Liquid (AWOL) system mixes spirits with pure alcohol creating a cloudy vapour, which is snorted or inhaled.
The inventors claim the mixture will give the user a "feeling of well-being, which increases the longer the gas is inhaled".
Jim Minton, director of campaigns for The Portman Group, the industry watchdog on sensible drinking, said: "Although the product does not come under our code of practice because it is a gas rather than a liquid, it would break many of the rules in our code, because of its allusions to drug-taking and appeal to under-18s. I would be very surprised if any responsible operators would stock it."
However, Sarah Barnes, spokeswomen for AWOL, said: "We would not encourage irresponsible consumption of alcohol. It actually takes 20 minutes for two-fifths of a shot of spirits to vapourise with this system.
"We are promoting a new and different way of consuming alcohol. Our main business is that of leisure oxygen, used in oxygen bars. We are not in the drinks business."