Well, they're already pledging to ban cigarettes in pubs next year, now they want to stop drinking, too:
by cutting back on the adverts.
I think it's missing the point, somewhat. People go to the pub to socialise, and there's not a lot to do in a pub while you're socialising aside from drinking. So even if it's not advertised any more, people will still be drinking. And people who binge-drink will still binge-drink. What they really need to do is kill off our pub culture, yay!
Silly people. The Irish drinking habit is the only thing that's stopped us from taking over the world.