The drinks industry markets its goods responsibly to the mature audience for which our products are intended. In Ireland, the laws governing the content and placement of drinks advertising are changing due to the Public Health (Alcohol) Act.
As an industry, we are committed to the effective implementation and full compliance with the advertising measures. We have a proven track record of implementing positive change in this space. Since 2003, the drinks industry has proudly adhered to some of the strictest advertising codes in the world for both content and volume of alcohol advertising.
In Ireland, the Advertising Standards Authority for Ireland (ASAI) plays a crucial role in the advertising of alcohol brands. Its Code sets out rules governing the content of advertising, including the alcohol-specific rules in Section 9 of the Code, and it complements the wide range of placement, volume, and media-specific voluntary codes which are operated by the Alcohol Marketing Communications Monitoring Board (AMCMB), Broadcasting Authority of Ireland and others. The Drinks industry has consistently been one of the best performing sectors for adhering to the ASAI and AMCMB codes.
Unique to Ireland is the pre-vetting service of CopyClear. No alcohol advertisement can appear in Irish print or broadcast without a CopyClear pre-clearance number - in effect, CopyClear pre-clearance is mandatory for the Irish market.
The codes governing alcohol advertising content in Ireland means that no alcohol advertising can appeal directly to young people, feature anyone who is, or appears to be, under the age of 25 or associate alcohol or its consumption with social or sexual success or promote anti-social behaviour.
All forms of traditional (outdoor, print, broadcast) advertising and social media promotions must contain responsibility messaging, if a member of DrinkAware this logo may be used along with the web address.
The Public Health (Alcohol) Act 2018 has set strict regulations on the placement and content of alcohol advertising. Some of the measures within the Act governing the placement of outdoor and cinema advertising came into force in November 2019. The advertising restrictions concerning the content of ads as well as on the placement of broadcast and print advertising are yet to come into force. Further clarity on the implementation timeline will be known once the government receives final approval from the European Commission.
Placement Restrictions
The placement of alcohol advertising restrictions that have been activated are the banning of all alcohol advertising within 200 metres of school or childcare facilities, the banning of advertising on public transport vehicles and stations and the banning of advertising in cinemas ahead of films that are not certified for 18 years and older.
The forthcoming placement restrictions on broadcast advertising will see a ban on alcohol advertising on television between the hours or 3am and 9pm with radio alcohol advertising ban between midnight and 10am or 3pm and midnight on a weekday. The print restrictions will limit the advertising space dedicated to alcohol within all publications sold in the Republic of Ireland.
The advertising measures contained within the Public Health (Alcohol) Act 2018 places Ireland as one of the most restrictive markets in the world to promote alcohol. The strictest interpretation of the advertising restrictions will effectively ban the use of people, animals, animation, visual effects, locations and storylines in all forms of print, broadcast and outdoor advertising. Among the restrictions on content the legislation states that all advertising must clearly display a warning detailing the link between alcohol consumption and fatal cancers. The health warning is subject to scrutiny from the European Commission Details of which are here: Section 13 - Public Health (Alcohol) Act.
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Section of the Act |
Commencement Date |
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Children’s Clothing (Section 16) Children’s clothing and footwear cannot contain alcohol product names, images, logos, etc. The industry is supportive of this measure. |
12 November 2019 |
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Advertising in Certain Places (Section 13) Advertising of alcohol products will be prohibited in parks and public open spaces, on public transport (vehicles and stations), within 200 metres of the perimeter of a school, playground or a child services location. |
12 November 2019 |
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Cinema Advertising (Section 18) Alcohol products will only be permitted to be advertised at screenings of movies with an over 18 certification. |
12 November 2019 |
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Advertising during Events (Section 18) Advertising of alcohol products will be prohibited in a sports arena during a sports event, or at events aimed primarily at children (those under the age of 18) or in which they are the majority of participants. |
12 November 2021 |
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Sponsorship (Section 15) Sponsorship with the aim of promoting alcohol products will be prohibited at events aimed primarily at children or in which they are the majority of participants, or at motor racing events. There is no prohibition on sponsorship of horse racing or dog racing, and of events aimed primarily at or involving adults. |
12 November 2021 |
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Advertising in Print Media (Section 17) With the exception of trade publications, a maximum of 20% of advertising space in a publication can be devoted to alcohol products.
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Commencement Order to be signed by Minister for Health, following which there will be a 1 year transition period |
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Advertising watershed restrictions (Section 19) Will see a ban on alcohol advertising on television between the hours or 3am and 9pm with radio alcohol advertising ban between midnight and 10am or 3pm and midnight on a weekday.
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Commencement Order to be signed by Minister for Health, following which there will be a 1 year transition period |
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Content restrictions (Section 13) for all forms of advertising. |
Pending notification by the Irish Government and approval of health warning by the European Commission |