New restrictions on the advertisement of alcohol which come into force today will be “very challenging” for the drinks industry, according to the chairman of the Drinks Industry Group of Ireland (DIGI).
Speaking today, Michael Patten said the new advertising codes would also affect the advertising and media sectors.
“The reality is that the new measures being introduced today will seriously restrict the amount of alcohol advertising in any publication or programme and will distance it from association with sporting events in particular,” he said.
Mr Patten said DIGI understood, however, that the reforms were being introduced to reduce the exposure of children to alcohol advertising.
The new code will limit the amount of alcohol advertising at any given time, ban such adverts on breakfast television, and ban “stings” – alcohol advertising during sports programmes.
However, the National Youth Council yesterday accused the Government of merely “tinkering” with the drinks industry’s existing system of self-regulation.
“This is merely a PR exercise designed to give the impression that action is being taken, when there will be no impact,” said youth council assistant director James Doorley.
“The revised codes consist of minor changes to an already discredited and ineffective self-regulatory system which will not protect children and young people from aggressive alcohol advertising.”
Mr Doorley called on the Government to go back to the drawing board to produce a robust and statutory code that had credibility, was independent and imposed serious penalties where it was breached.
Under the revised code, alcohol advertising will be limited to up to 25 per cent of available space or time, instead of 33 per cent at present. Drinks advertising on radio or TV will be allowed so long as no more than 25 per cent of the audience is below 18.
No advertising of alcohol will be allowed between 6am and 10am. The code’s remit has been extended to the print media.