A new code of practice aimed at tackling irresponsible alcohol advertising in Northern Ireland has been launched.
It outlines the basic standards expected of those involved in the production, promotion, retail and service of alcohol across the region.
An independent complaints panel has been set up to oversee the regulations.
Launching the code on Wednesday, Social Development Minister Nelson McCausland said he hopes it will end irresponsible drinks promotions.
"I have been concerned for some time about the way in which alcohol is promoted and marketed, in particular promotions involving very cheap alcohol and its availability to young people," the DUP minister explained.
"I have been encouraged by the attitude of some of the bodies representing the drinks industry, who have been working to develop this Joint Industry Code.
"I very much welcome the opportunity to work with the drinks industry to end irresponsible drinks promotions which encourage excessive consumption of alcohol."
Source: UTV news, 23/05/12
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