Ireland – EUCAM

This page contains information on statutory alcohol marketing
regulations in Ireland (table 1); a description of the restrictions per medium (table 2); labelling information (table 3); information on self-regulations on alcohol marketing regulations (table 4); the complaints procedure; a summary about the Irish regulations on alcohol marketing and exhaustive, downloadable documents from the ELSA & FASE research projects.

Recent developments (February 2025):

Alcohol marketing in Ireland is regulated through the Public Health (Alcohol) Act 2018

The statutory regulations are being gradually implemented.

Measures commenced or with an implementation date

Separation and visibility of alcohol products in mixed retail outlets
A prohibition on advertising in certain areas such as on the field of play of sport and other areas (eg within 200m of schools and other child-friendly public spaces, and on public transport)
Labelling of alcohol products (to come into effect from May 2026.
Broadcast watershed for alcohol ads

What’s left to do?

Two further sections of the Act in relation to advertising that remain to be commenced are Section 13 which places restrictions on the content of alcohol advertisements and Section 18 which relates to advertisements in publications.

Text below is updated in December 2023

Show more about the complaints procedure in this country>>

Complaints procedure

Children’s Commercial Communications Code, statutory:
Any viewer or listener may file a complaint if they are dissatisfied with the manner in which a broadcaster is complying with this Code. Further information on the complaints process is available on www.bai.ie or by phoning + 353 1 644 1200. The BAI is a statutory authority and govern rules for radio and tv.

ASAI Code of Standards for Advertising, Promotional and Direct Marketing in Ireland (7th edition, 2016), self-regulation: See the website of the Advertising Standards Authority for Ireland.

In June 2023 the ASAI announced they were carrying out a review of their guidance around the advertising of zero alcohol products.

https://www.asai.ie/press-releases/review-guidance-relating-advertising-of-non-alcohol-product-variants/#:~:text=The%20review%20is%20taking%20place,issues%20and%20concerns%20regarding%20advertising.

There is ongoing disquiet about the advertising of 0.0 products with identical branding to alcohol master brands in areas restricted by the Public Health Alcohol Act. So far the government has not acted to restrict this type of advertising.

Re internet advertising codes for alcohol advertising are being drawn up by a newly established body, Coimisiun na Mean. This body was given its powers under the Online Safety and Media Regulation Act 2022. https://www.cnam.ie/

Alcohol Marketing, Communications and Sponsorship Codes of Practice, self-regulation:
Complaints alleging breaches of the Codes will be investigated by the Advertising Standards Authority for Ireland (ASAI) who will report its findings to the AMCMB. All complaints upheld will be published and will also be notified to their appropriate regulatory or statutory body. The offending body will be required to take immediate steps to ensure that a similar breach does not occur. The offending body will be required to notify the AMCMB of the measures it has taken to remedy the situation. Complaints in relation to breaches of the Codes can be made directly to the AMCMB, c/o Advertising Standards Authority for Ireland, IPC House, 35/39 Shelbourne Road, Dublin 4 or by e-mail to standards@asai.ie.

Click here to show more detailed information about the alcohol marketing regulations in this country and the very recent developments (updated December 2018).

Advertising in Ireland is regulated through both statutory codes and through industry self-regulatory codes. Broadcasting is regulated by the statutory body the Broadcasting Commission of Ireland and the Broadcasting Complaints Commission (BCC). The BCC was founded in 1976 to receive and adjudicate on complaints about material broadcast, both programmes and advertisements.

The Advertising Standards Authority for Ireland (ASAI) is the self-regulatory body for the advertising industry, it provides pre-vetting service to the industry and its Complaints Committee adjudicates on complaints made about individual advertisements. The Advertising Standards Authority of Ireland have codes that govern commercial marketing communication and sales promotions (see table 4). Section 9 of the Advertising Standards Authority of Ireland Code of Standards for Advertising, Promotional and Direct Marketing in Ireland (7th edition, 2016) deals with alcoholic drinks (see also the ASAI Guidance note). Section 18 deals with online advertising.

Central Copy Clearance Ireland Ltd was established in February 2003 as an independent organisation to provide a pre-vetting service for all advertising of alcoholic drinks in Ireland. CCCI ensures that no media outlet in Ireland will accept any advertising for any alcoholic drinks brand unless it carries a copy clearance number from CCCI. CCCI is funded by members of the Drinks Industry Group of Ireland (DIGI) – which represents brewers, distillers, distributors and retailers of alcoholic products. The day-to-day running of the organisation is the joint responsibility of the Institute of Advertising Practitioners in Ireland (IAPI) – which represents the advertising agencies – and the Association of Advertisers in Ireland (AAI) – which represents major advertisers.

In January 2006, a new Monitoring Body was established by the Minister for Health and Children. The body oversees the implementation of and adherence to the Voluntary Codes of Practice agreed between the Department of Health and Children and representatives of the advertising, drinks and media communications industries. The Alcohol Advertising Monitoring Body is made up of representatives from four key groups; the Health Promotion Unit of the Department of Health and Children; the Broadcasting Commission of Ireland; the Drinks Industry Group of Ireland and the Advertising Standards Authority.

The Monitoring Body will have access to and will review data from the Advertising Standards Authority of Ireland, Central Copy Clearance Ireland, AC Nielson, Joint National Listenership Research (JNLR), Irish Film Censor Reports (cinema). In addition, the Body can commission independent research across all media to assess adherence to the Code. This research will be funded by the Department of Health and Children.

Currently (2018), new legislation is proposed. See here which measures has been commenced and what is outstanding:

http://alcoholireland.ie/what-is-the-public-health-alcohol-bill/

Table 1	Statutory Alcohol marketing regulations in Ireland	Coverage
	Public Health Alcohol Act	• Requires a minimum price per gram of alcohol • Requires labelling of alcohol products including the inclusion of health warnings, the alcohol content, energy content of alcohol products on alcohol product containers, • Grant or renewal of a licence under the Licensing Acts 1833 to 2011 and an applicant for the grant or renewal of a licence under the Registration of Clubs Acts 1904 to 2008 • Restrictions in relation to the advertising and sponsorship of alcohol products, generally and in relation to children • Procedures in relation to the exposure for sale and advertising of alcohol products in specified licensed premises • Confers power on the Minister for Health to make regulations for the purpose of prohibiting or restricting the sale of alcohol products in certain circumstances • Provides for enforcement measures • Provides for the repeal of certain provisions of the Intoxicating Liquor Act 2003 and the Intoxicating Liquor Act 2008
		All sections except section 13 and 18 have been commenced. Section 13 establishes a statutory code on the content of alcohol advertising. When all sections are commenced section 21 provides for a review of sections 13-20.

Table 2 Statutory regulations per medium	Type of restrictions
TV	Public Health Alcohol Act (Section 19) Broadcast Watershed (1) A person shall not broadcast, or cause to be broadcast, an advertisement for an alcohol product on a television programme service between the hours of 3. 00 a.m. and 9. 00 p.m. (2) A person shall not broadcast, or cause to be broadcast, an advertisement for an alcohol product on a sound broadcasting services on a week-day between the hours of— (a) midnight and 10. 00 a.m., or (b) 3. 00 p.m. and midnight. (3) A person who contravenes subsection (1) or (2) shall be guilty of an offence.
Radio	Public Health Alcohol Act (Section 19) Broadcast Watershed; commenced in Nov. 2023 and will be operational from Jan. 2025. (1) A person shall not broadcast, or cause to be broadcast, an advertisement for an alcohol product on a television programme service between the hours of 3. 00 a.m. and 9. 00 p.m. (2) A person shall not broadcast, or cause to be broadcast, an advertisement for an alcohol product on a sound broadcasting services on a week-day between the hours of— (a) midnight and 10. 00 a.m., or (b) 3. 00 p.m. and midnight. (3) A person who contravenes subsection (1) or (2) shall be guilty of an offence.
Outdoor marketing	Public Health Alcohol Act (Section 14) Prohibition on advertising in certain places 14. (1) A person shall not advertise, or cause the advertisement of, an alcohol product— (a) in a park or open space owned or maintained by a local authority or the Commissioners of Public Works in Ireland, (b) in or on a public service vehicle (within the meaning of the Road Traffic Act 1961 ), (c) in or on a train within the meaning of20 the Railway Safety Act 2005 , (d) in or on a light rail vehicle, (e) in or at a train or bus station, (f) at a designated stopping place at which passengers may board or alight from buses, (g) at a designated stopping place at which passengers may board or alight from light railway vehicles, (h) in or at a school, including the grounds of the school, or within 200 metres of the perimeter of the grounds, (i) in or at a place where an early years service is carried on or within 200 metres of the perimeter of a place where an early years service is carried on, or (j) in or at a playground owned or maintained by a local authority or within 200 metres of the perimeter of such playground.
Printed media	Public Health Alcohol Act (Section 15) Advertisements in publications 18. (1) Subject to subsections (5) and (6), a person shall not publish, or cause to be published, a publication where more than 20 per cent of the advertising space in the publication concerned comprises advertisements for alcohol products. (2) Subject to subsections (5) and (6), a person shall not advertise, or cause to be advertised, an alcohol product— (a) in a publication aimed particularly at children, (b) in a publication, or on a page of a publication which is intended or likely to include a readership of which more than 20 per cent comprise children, (c) on the front or back cover of a publication, or (d) on any wrapper, envelope or other covering of a publication. (3) Subject to subsections (5) and (6), a person shall not import for sale in the State— (a) a publication where more than 20 per cent of the advertising space in the publication concerned comprises advertisements for alcohol products, (b) a publication containing an advertisement that contravenes subsection (2), (c) a publication containing an advertisement that contravenes subsection (2) of section 13 , or (d) a publication containing an advertisement that contravenes subsection (7) of section 13 . (4) A person who contravenes subsection (1), (2) or (3) shall be guilty of an offence. (5) This section shall not apply to a publication that is— (a) not intended for sale or distribution in the State, (b) directed solely at persons who carry on, in whole or in part, the business of selling or distributing alcohol products, or (c) a specialist publication the content of which relates solely to alcohol products. (6) Subsection (1), paragraphs (c) and (d) of subsection (2) and paragraphs (a) and (b) of subsection (3) shall not apply to a publication that is published by or on behalf of the holder of an off-licence attached to a premises in relation to which sales comprise wholly or mainly alcohol products, where such publication is intended to promote the sale of alcohol products in that premises.
Cinema	Public Health Alcohol Act (Section 20) Advertising in cinemas 20. (1) Subject to subsection (2), it shall be an offence for a person to advertise an alcohol product in a cinema. (2) It shall not be an offence to advertise an alcohol product— (a) immediately before, or during an interval to, the screening of a film that has been certified by the Director of Film Classification as fit for viewing by persons aged 18 years or more, or (b) in a licensed premises in a cinema.
Internet/digital media	None, only self-regulation (Section 18 of the Advertising Standards Authority of Ireland Code of Standards for Advertising, Promotional and Direct Marketing in Ireland (7th edition, 2016), Alcohol Marketing, Communications and Sponsorship Codes of Practice)
Promotional items	Public Health Alcohol Act (Section 17) Children's Clothing 17. (1) It shall be an offence for a person to— (a) manufacture, for sale in the State, (b) import, for sale in the State, or (c) sell to a person who is in the State, an article of clothing intended to be worn by a child, where the article promotes alcohol consumption or bears the name of an alcohol product or the trade mark, emblem, marketing image or logo, by reference to which an alcohol product is marketed or sold. Self-regulation (Advertising Standards Authority of Ireland Code of Standards for Advertising, Promotional and Direct Marketing in Ireland (7th edition, 2016))
(Sports) sponsorship	Public Health Alcohol Act (Section 15) Restriction on advertising during events 15. (1) During a sports event a person shall not advertise, or cause to be advertised, an alcohol product in or on a sports area. (2) Subject to subsection (3), nothing in subsection (1) shall be construed as prohibiting, during a sports event, a person in or on a sports area from wearing clothing containing the name, trademark or logo of any brand of alcohol product. (3) A person shall not advertise, or cause to be advertised, an alcohol product— (a) at an event aimed particularly at children, or (b) at an event in relation to which the majority of participants or competitors are children. (4) A person who contravenes subsection (1) or (3) shall be guilty of an offence. (5) In this section “sports area” means an area, whether indoors or outdoors, where participants participate in sporting activities, or competitors compete in sporting competitions, and includes a playing pitch or area, a swimming pool, an athletics track, a dog or horse racing track or a motor racing track. Public Health Alcohol Act (Section 16) Sponsorship 16. (1) It shall be an offence for a person to sponsor or cause the sponsorship of— (a) an event in relation to which the majority of participants or competitors are children, (b) an event aimed particularly at children, or (c) an event that involves driving or racing mechanically propelled vehicles. (2) Nothing in this section shall prevent the sponsorship of an event referred to in paragraph (a), (b) or (c) of subsection (1) by the holder of a licence, provided such sponsorship does not include the advertising or promotion of an alcohol product or brand. (3) In this section “sponsorship” means any form of public or private contribution to any event with the aim or direct or indirect effect of promoting an alcohol product or brand or alcohol consumption

Table 3 Labelling information	Description	Legally binding or self-regulation
Health warnings:	Yes	Legally binding	Public Health Alcohol Act (Section 12) Labelling of alcohol products and notices in licensed premises 12. (1) Subject to subsection (2), it shall be an offence for a person to sell, to a person who is in the State, an alcohol product the container of which does not bear in the prescribed form— (i) a warning that is intended to inform the public of the danger of alcohol consumption, (ii) a warning that is intended to inform the public of the danger of alcohol consumption when pregnant, (iii) a warning that is intended to inform the public of the direct link between alcohol and fatal cancers, (iv) the quantity in grams of alcohol contained in the container concerned, (v) the energy value expressed in kilojoules and kilocalories contained in the container concerned, and (vi) details of a website, to be established and maintained by the Executive, providing public health information in relation to alcohol consumption.
Ingredients/nutritional information	Yes		See above Public Health Alcohol Act (Section 12)

Table 4 Self-regulations on alcohol marketing in Ireland	Coverage
Advertising Standards Authority of Ireland Code of Standards for Advertising, Promotional and Direct Marketing in Ireland (7th edition, 2016)	TV, radio, cinema, sponsoring, internet/digital media, outdoor, print, promotional items. Section 9 deals with alcohol drinks
Alcohol Marketing, Communications and Sponsorship Codes of Practice	TV, radio, cinema, outdoor marketing, printed media, digital media, sponsorships

Scientific articles about the functioning of the existing regulations in Ireland:

Awareness of alcohol marketing one year after initial implementation of Ireland’s Public Health (Alcohol) Act and during the COVID-19 pandemic | Journal of Public Health | Oxford Academic (oup.com); 2021

Regarding price promotions: The Minimum Unit Price came into operation in January 2022. Link to more information.

The following document contains an in depth (but older) overview of alcohol marketing regulations in Ireland: alcohol-marketing-regulations-Ireland.pdf

For even more (but older) information on alcohol marketing regulations in Ireland, please take a look at Ireland’s appendix to the 2007 ELSA (Enforcement of national Laws and Self-regulation on advertising and marketing of Alcohol) report.

For more information on alcohol marketing regulations in Ireland, please contact Sheila Gilheany sheila.gilheany@alcoholactionireland.ie