New restrictions aimed at reducing the exposure of children to alcohol advertising come into effect from today.
The Codes on Alcohol Advertising, Placement and Sponsorship have been agreed between the drinks industry and the Department of Health.
Print and digital media, including social networking sites, come under the codes for the first time.
They impose a limit on alcohol advertising to 25% of advertising space in any media at any time.
Advertising drink on media where more than 25% of the audience is under 18 is banned.
There is also a ban on sponsorship by drink companies of sports events where participants are under 18.
Placing ads on television between 6am and 10am is prohibited and the amount of advertising per viewing in cinemas has been reduced by 15%.
The Drinks Industry Group of Ireland says the new measures will seriously restrict the amount of alcohol advertising and will be very challenging for the industry.
