Shoppers will no longer be able to buy alcohol in supermarkets with their loyalty points.

Health Minister Simon Harris said he has notified the European Commission of his plans to regulate promotions that "incentivise alcohol consumption."

The regulations will aim to stop the awarding of loyalty card points - or similar benefits - on the purchase of alcohol, as well as the use of loyalty card points to purchase alcohol.

The new measures will also prohibit the sale of alcohol products at a reduced price, or free of charge, on the purchase of another product.

It will also end short term price promotions, of three days or less, on alcohol products.

Minister Harris said: "Alcohol is not an ordinary grocery product.

"By restricting access to alcohol products through promotions or loyalty card programmes, the regulations align with the objectives of the Public Health (Alcohol) Act 2018, which are to reduce alcohol consumption and reduce the harms caused by the misuse of alcohol."

He added: "Alcohol is a drug and one which has real risks and harms associated with it and as such, should not be a subject of promotional activity."

There will be a period of implementation, which would see these regulations enforced by December this year.

EU members states and the European Commission can assess the compatibility of the draft regulations with EU law and market principles during a three-month standstill period.

The Public Health (Alcohol) Act 2018 was put in place in October last year and Minister Harris commenced 23 of its 31 provisions in November.

The draft regulations are designed to address price-based promotions, so as to reduce harmful binge-drinking and to make alcohol products less affordable for young people.