Ireland must face up to the reality of its national alcohol problem and "stop kiddling ourselves", the Minister for Health Mr Martin said today.
European research due to be published next week shows Ireland tops the European league when it comes to young people drinking alcohol.
Launching an alcohol awareness campaign today, Mr Martin said the figures are "particularly startling when it comes to young people drinking alcohol". He said: "All-round they are drinking more, being drunk more often and binge drinking."
He said he was against deregulation of off-licences and pubs saying this would lead to an rise in under-age drinking.
He also said that in 1999 alcohol-related problems cost the State £1.7 billion. This figure "does not come near the emotional price we are paying" - the human suffering and distress is "unimaginable".
The alcohol awareness campaign will run for three years.
Responding to the campaign Fine Gael spokesman on health Mr Gay Mitchell said the Government should ban drinks advertisements and sports sponsorship deals.
"The Government is sending conflicting messages to the public. On the one hand this Government has recently extended pub drinking hours and on the other hand is launching an expensive awareness campaign on the dangers of alcohol consumption," Mr Mitchell said.
"We have strong restrictions on the advertisement of tobacco, for example, but we have allowed Guiness to take over the national game of hurling and to run full-page advertisements advocating alcohol in all circumstances, from the hair of the dog to examination results or whatever happens to be its marketing ploy on the day," he said.
"It is time we dealt with this matter comprehensively."