The Minister for Health and Children, Mr Martin, today
launched phase two of the National Alcohol Awareness campaign.
He said the campaign was designed to "attack the culture of acceptance of alcohol as harmless", and will be aimed at buyers and suppliers of alcohol.
The ads will run on national and local radio supported by a poster distributed to alcohol retail outlets.
Mr Martin highlighted the seriousness of the situation by pointing out that more than half of 9 to 11 year olds have tried alcohol.
"If your son or daughter starts drinking before the age of fifteen, they are four times more likely to develop a dependency on alcohol than someone who starts at 21," he said.
This phase of the National Alcohol Awareness campaign follows the launch phase in February and is supported by the Drinks Industry Group.