Plans for health warning labels on alcohol in Ireland would move it from being "a routine product" for people.
That's according to psychiatrist Brendan Kelly, who was speaking as one group has taken a complaint against the plan to Brussels.
The European Committee of Wine Companies (CEEV) is asking the European Commission to open an infringement procedure against Ireland for "breaching EU law and [the] EU Single Market".
Cigarette packet-style labels are set to be introduced by the Department of Health, warning of direct links between drinking alcohol and some cancers.
However, it is being opposed by drink-makers.
Mr Kelly told The Pat Kenny Show information on the labels is already known.
"We know that the World Health Organisation is clear: that alcohol causes several kinds of cancer, as well as liver disease and does other harms," he said.
"Putting labels to say this is simply giving people information at the moment when they need it making a decision.
"Does it change behaviour? It certainly empowers people to make informed choices.
"There is evidence that it changes behaviour: that it produces slower drinking, less consumption and changes purchasing habits as well.
"It moves alcohol from being, if you like, a routine product to maybe one people think about a little bit more.
"That's important, given that it causes such harm across our society".
Mr Kelly said the labels should be "clear, factual and maybe not necessarily very dramatic."
He said he believes the labels are needed.
"I think that this warning suggested for alcohol is proportionate to the evidence base," he said.
"There is evidence that it would reduce harm and it should go ahead.
"I'm not suggesting alcohol should be banned, I'm not suggesting everything should be labelled.
"I just think scientific facts exist, people should be informed about them very clearly at the moment of decision-making," he added.
'Hindering access to Ireland'
Mauricio González-Gordon is President of the CEEV, which represents wine companies in the industry and trade in the EU.
"The provisions included in the Irish labelling regulations are incompatible with current EU law and constitute an unjustified and disproportionate barrier to trade under EU legislation," he said.
"They will fragment the EU Single Market by affecting its proper functioning, de-facto hindering access of products from other member states to Ireland and thus generating clear discrimination to imported products".
"While we fully support the fight against alcohol abuse, we strongly believe this objective could be achieved by more effective and less trade-restrictive measures that should be, in addition, compatible with current EU law," he added.