The Irish Medical Organisation has criticised the government's national alcohol awareness campaign, claiming that it does not go far enough.
The doctors' representative body has called for dearer alcohol prices, a ban on alcohol advertising and sponsorship of sport and a restriction on the number of outlets allowed to sell it.
The move comes after yesterday's disclosure by the Minister for Health that Ireland's young people are the heaviest drinkers in Europe.
IMO spokesman Dr Declan Bedford said a programme of education is also needed to change Ireland's drink culture and promote healthy living.