Alcohol can't be advertised on public transport or near schools and playgrounds from today.
It's part of new laws aimed at tackling our relationship with drink.
As part of the Public Health Alcohol Bill ads for alcohol will be banned within 200 metres of schools, creches, and council-run playgrounds.
The ads are also banned on public transport and on bus shelters and train stations.
No alcohol ads are to be shown before under 18s films in the cinema and promoting drink on children's clothing is also banned.
Those that break the new law face a fine of up to €250,000 or three years in prison.
Restrictions on how alcohol is displayed will come in next year - followed by a crackdown on how it's advertised at sporting events in 2021.
The HSE says the measures will benefit the health of thousands of people and families across the country.