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.
Updated February 2022
| 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 |
| Sections 12, 13, 18 and 19 remain dormant, awaiting secondary legislation to commence. Section 13 establishes a statutory code on the content of alcohol advertising. |
| 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 (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 |
| MEAS Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks | Promotional items |
| 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:
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 Eunan McKinney at eunan@alcoholactionireland.ie
