The findings are a stark message to Government that severe measures are needed to stem alcohol abuse. The Institute of Public Health has already called for more limits on the availability of alcohol. In its submission to the Government's Alcohol Advisory Group, the institute called for an end to special promotions by supermarkets and laws on the minimum pricing of alcohol. They want rules banning drinks promotions in off-licences to be extended to supermarkets and for more to be done to stop teenagers under-18 being sold alcohol. The Millward Brown IMS Poll carried out two weeks ago to measure changing attitudes in Irish society also shows a significant shift in our social mores.