Calls have come for drink ads to be restricted during winter after it was found that people living with less sunlight are more likely to binge drink in cold weather.
A new study has established a link between average temperature, hours of sunlight and alcohol consumption.
The research, carried out by the Pittsburgh Liver Research Centre in the US, revealed people living in chillier climates were more likely to binge drink.
Examining data from 193 countries, evidence showed climate contributed to a higher rate of binge drinking and liver disease.
Belarus, where sun is rarely seen from November until February, was named as the country with the highest levels of binge drinking. The average citizen consumes 17.5 litres of alcohol a year, according to figures.
Meanwhile neighbouring Russia, home to the coldest inhabited town on earth, showed residents were drinking in similarly large quantities. Russians on average consume 11.1 litres of alcohol a year.
The country meanwhile has a low number of sunlight hours over winter periods.
Dr Peter McCann, medical adviser to Castle Craig Hospital, a residential drug and alcohol rehabilitation clinic in the Scottish Borders, who contributed to the report is now calling for restrictions in alcohol advertising during winter months.
He said it was time stricter laws on alcohol pricing were considered to combat the effect of low sunlight and cheaper alcohol on consumption.
Dr McCann said: ‘Advertising laws should be addressed with restrictions during winter months strongly considered.’
Alcohol advertising bans near schools or play areas, coupled with new separation rules for drink sold in shops, come into effect in Ireland in November 2019.
Under the new rules, several types of advertising will be restricted, while physical barriers must be put up in supermarkets or retail units selling alcohol.
Retail storage unit changes must be in place by November 12, 2020, while the bulk of the advertising restrictions come into force from November 12 next year.