DUBLIN city council is set to restrict the opening of new off-licences on streets with a “proliferation of internet cafes, call centres, takeaways, bookmakers, amusement arcades and car rental companies”.

A report by Michael Stubbs, assistant city manager, to be presented to councillors tomorrow, will propose limits on the size of new off-licences and suggest banning the advertising of alcohol “near the entrance or windows” of new convenience stores or petrol stations that sell drink.

The council is also planning to limit alcohol sales in shops with off-licences to an area not greater than 10% of their floor size.

The new restraints would require an amendment to the city’s development plan. The council hopes to prevent retail areas becoming “undermined by a predominance of insensitive or inappropriate advertising relating to the sale of alcohol products”.

The initiative is the latest attempt to combat nationwide alcohol abuse. Last month the Department of Justice announced new 10pm closing times for off-licences, and gave gardai powers to seize alcohol from minors. It also brought in fixed-penalty charges for drunk and disorderly behaviour. Petrol stations and supermarkets must also store alcohol in a separate area and shops have to apply to the courts to sell wine.

Cathal McHugh, spokesman for the National Off-Licence Association of Ireland (NOffLA), said new planning curbs by Dublin city council would “further demonise alcohol retailers”.

“We’re supportive of any measures that will help to improve Ireland’s drinking culture, but this stinks a bit of the council blaming off-licences for all our problems with alcohol. We don’t restrict the opening of car showrooms because of road accidents, so why target off-licences,” he said.

McHugh claims the new guidelines could create a two-tier system, which would allow existing shops with off-licences to operate under current regulations, while new outlets would be restricted from advertising alcohol.

“We don’t want to see petrol stations and convenience stores masquerading as off-licences, but there are already planning guidelines in place to regulate the opening of new outlets selling alcohol. I can’t see why these new restrictions are needed,” he said.

NOffLA recently complained that the public had not been given sufficient notice of the new closing times for off-licences, introduced last month.

“The new guidelines came in at short notice without an appropriate information campaign,” said Jim McCabe, chairman of the association.

The Alcohol Advisory Group, established by the Department of Justice last year, found an increase of almost 70% between 2001 and 2007 in the number of off-licences and premises authorised to sell alcohol.

Retailers have signed up to a voluntary advertising code aimed at protecting young people. It restricts drinks promotions to 25% of all TV, radio, cinema and billboard advertising.

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