As pressure mounts in Ireland for the government to ban alcohol advertising altogether, the Irish Times reported today that Diageo, the world's largest wines and spirits company, is to launch a sensible drinking campaign.

The Dublin-based agency Language has been appointed to design the campaign, which will air in late October. It is the first campaign produced for the Irish market that focuses on sensible drinking. However, an earlier campaign, which used the strapline "Knowing When To Stop", was produced originally for the US market by Smirnoff and was later adapted by the Irish agency DDFH&B.

The Irish Times said that the government is still considering its stand continues on alcohol advertising. Apparently a ban on television advertising before 10pm is more likely than a total ban.