Our responsibilities

Advertising

The drinks industry seeks to market its goods responsibly. In Ireland, every alcohol marketing communication is pre-vetted before being placed in media and must abide by strict content, volume and placement codes...

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Sponsorship

Ireland's alcohol industry abides by the International Chamber of Commerce Code on Sponsorship in conjunction with the sponsorship section in the Alcohol Marketing, Communications and Sponsorship Code of Practice...

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Digital media

Digital media is a more targeted way of talking to adult consumers through the use of demographic profiling systems and registered users databases. The key is to do so responsibly...

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Labelling

The drinks industry is committed to providing consumers with meaningful, relevant information that helps them make responsible decisions. By and large, Ireland takes its lead on alcohol labelling from EU legislation…

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Codes training

The codes to which the alcohol industry in Ireland are committed are numerous and comprehensive; complicated and intricate but effective. All marketers and advertising agency staff are encouraged to complete ABFI’s Codes training…

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