The Irish Medical Organisation has accused the Government of putting the interests of the drinks industry ahead of children's health.
The comments come after the Tánaiste and Minister for Health, Mary Harney, launched a new voluntary code of conduct on alcohol advertising.
The minister said if the code, which aims to reduce the exposure of young people to alcohol advertising, does not work, she will introduce legalisation.
However, the IMO has said the Government has ignored reports calling on a complete ban on alcohol advertising.
The minister said the codes were a practical and workable solution for reducing the exposure of young people to alcohol advertising.
The initiative involves a new Alcohol Marketing Monitoring Body to oversee codes in relation to the exposure of alcohol for young people.
The initiative was developed with the advertising industry, the drinks industry, the Department of Health and the independent broadcasters of Ireland.
However, the initiative comes amid criticism from the IMO and a prominent public health specialist of the Government's record on alcohol policy.
The organisation, which represents over 5,000 doctors, claimed today that Ms Harney and her department had ignored the evidence and advice that further legislation is the best way to protect children from the effects of alcohol advertising.
The IMO said that despite the Department of Health's own reports, as well as recommendations from the Joint Oireachtas Committee on Health and Children, it had 'actively courted the alcohol and advertising industries to subvert these recommendations'.
The IMO also said that around 150,000 children in Ireland under the age of 18 are regular drinkers.
Dr Joe Barry, a public health specialist, described the initiative launched today by Ms Harney and The Drinks Industry Group of Ireland as a 'truly shameful episode in the history of the department'.
Dr Barry claimed that where the interests of the alcohol industry collide with the health and well being of the public, the Government can be relied upon to bow to industry pressure and lobbying.
