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 7 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, Broadcasting Authority of Ireland and others.
Unique to Ireland is the pre-vetting service of CopyClear (formerly Central Copy Clearance Ireland). 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.
Taken together, the rules of the codes governing alcohol advertising 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
- associate alcohol or its consumption with social or sexual success
- suggest any association with bravado, or with violent, aggressive, dangerous or anti-social behaviour
- have the alcoholic strength, or the intoxicating effect, as a dominant theme
The codes also mean:
- No advertisement for strength spirits, such as vodka, whiskey or gin, or ready-to-drink (RTDs) products can appear on Irish television or radio
- No alcohol sponsorship in Ireland of sports associated with driving (such as motor racing) or aggression (such as boxing) is allowed
- No alcohol advertisement can appear in any media 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 or during family breakfast time.
- No alcohol sponsorship of any sports broadcast is allowed
- No outdoor advertisement for alcohol can be placed within 100 metres of a school or youth group.
ABFI and its members support the self-regulatory system, which is flexible and better able to react quickly to new developments in marketing and advertising than legislation would be.
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