Irish people drink much more than their international counterparts in all age groups. The per capita alcohol consumption in the Republic of Ireland has risen by about 40% in the last 15 years. The health related consequences of alcohol use have also increased substantially (Mongan et al, 2007). It is estimated that alcohol is responsible for about 1500 deaths each year in Ireland (Department of Health & Children, 2004). Against this backdrop, the Irish College of Psychiatrists believe that the time has come to dramatically curtail promotion of alcohol products through advertising and sponsorship.