A €1.75 million campaign begins today to promote responsible drinking.
The Drink Aware initiative includes a website and national advertising campaign run by Meas, the alcohol social responsibility organisation.
The www.drinkaware.iesite will allow people to calculate how much alcohol they consume on a regular basis.
The campaign, which is being backed by major drinks companies, will feature the slogan: "Know The One That's One Too Many".
Meas chief executive Fionnuala Sheehan said the drive is "not judgmental or preachy, but seeks to be informative, factual and helpful".
According to the Meas website, the Department of Health and Children deems 14 standard drinks a week for women, and 21 standard drinks for men, spread over the week, to constitute "low-risk" consumption.
The World Health Organisation says that weekly consumption levels above 28 standard drinks for women, and 40 standard drinks for men, are "hazardous".
Meas (Mature Enjoyment of Alcohol in Society Limited) is a registered charity that was established in 2002 by the drinks industry to promote social responsibility within the industry and moderate consumption.