Alcohol Marketing, Communications and Sponsorship Code of Practice

A range of voluntary codes, agreed by the Department of Health and Children, the Advertising Association of Ireland (AAI) and the Institute of Irish Advertising Practitioners in Ireland (IAPI), broadcasting media interests, cinema, outdoor media, and the drinks industry, came into effect on 1 January 2005, and were further strengthened in 2008.

These codes complement the ASAI Code, and specifically address the placement and volume of alcohol advertisements and alcohol sponsorship, with a view to limiting the exposure to alcohol marketing of those under 18.

The codes on placement and sponsorship include the following provisions:
  • No alcohol advertisement can appear where more than 25% of the audience is under the age of 18
  • Only one in four advertisements on any medium can be for alcohol
  • No alcohol advertisements in Ireland can appear during children’s programming or in media specifically aimed at children
  • No alcohol sponsorship of any sports broadcast is allowed
  • No outdoor advertisement for alcohol can be placed within 100 meters of a school or youth group.

The mandatory CopyClear pre-vetting facility for alcohol advertisements is incorporated into this expanded code structure.