Drinks rules keep Lithuanians in the dark on alcohol adverts
The alcohol lobby has been shouting from the rooftops about the problems that new legislation curbing advertising will cause.
But just how far will the new rules go?
There was some amusement internationally about a story which emerged from Lithuania last week, where a new alcohol bill is having unintended consequences.
Lithuania has gone further than the Irish authorities by banning all alcohol advertising.
Magazines and other publications coming into the country must now be checked for ads to ensure that alcohol marketing material doesn't make it to the Lithuanian masses.
So people are actually being employed to tear out pages or put stickers over drinks ads in the likes of National Geographic and Vogue.
In turn, retailers are refusing to stock the censored publications, dubbing them damaged goods.
The debacle may have raised a few chuckles, but the drinks industry in Ireland, mindful of significant changes coming here, says it is no laughing matter.
Sunday Indo Business