Northern Ireland has a drink problem that must be addressed, the Chief Medical Officer has said.
With 43% of men and 33% of women admitting to binge drinking, his annual report highlights excess drinking as one of the most pressing health issues.
Four out of five teenagers in Northern Ireland have had a drink by the time they are 16, research suggests.
Dr Michael McBride said education was key to reversing the "rise of the blue bag generation".
He also praised the smoking ban which, he said, had led to 19,000 people setting a "quit date" in the past year.
"This is very good news and will make a major contribution to reducing the number of premature deaths from heart disease and cancer," he said.
"Young people are growing up in a modern, complex world. They are exposed to television and adverts glamorising alcohol"
"Smoking is the greatest cause of preventable illness and premature death."
"Young people are growing up in a modern, complex world. They are exposed to television and adverts glamorising alcohol. And they watch adults speak about alcohol and they notice how adults behave when they drink too much," he said.
"We are all quick to point the finger at others, the places where young people can buy alcohol even though they are under-age, at people who buy alcohol for young people, at the police and at parents - at everyone except ourselves."
Other issues highlighted in the report included the importance of getting children involved in taking exercise, the introduction of the vaccine for Human Papilloma Virus (HPV) which is known to cause cervical cancer, and how to deal with medical emergencies such as meningitis and nut allergies.
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