A new report available with the Scottish Parliament says that almost a thousand people end up in the hospital each week due to drink-related problems.
"At the moment the bulk of executive advertising tends to focus on parents with children approaching puberty. But in reality we need to start educating people about the dangers of alcohol before that," said Dr Nanette Milne, Tory health spokeswoman. It emerged that most drink problems resulted in cirrhosis, hepatitis and liver failure.
The Executive has taken this report seriously and hopes that the recent measures banning happy hours drinking can help tone down the problem.