In July 2007 the Alcohol Marketing Communications Monitoring Body submitted to the Minister for Health its first annual report on the implementation of and adherence to the voluntary codes of alcohol advertising.1Drawnup by the Drinks Industry Group of Ireland, the Association of Advertisers in Ireland and representatives of the media, the codes are intended to limit the exposure of under-18s to alcoholic drink advertising.2

During 2006 the Monitoring Body found there was overall compliance with the voluntary codes. Where identified breaches had occurred, the Body was generally satisfied that immediate remedial action had been taken and measures introduced to prevent a recurrence. However, the Body called on the media partners to put procedures in place to prevent breaches occurring in the first place.

The Monitoring Body made the following recommendations:

o      Television: Broadcasters should be careful when scheduling alcohol advertising during school mid-term breaks and holidays, and during certain sporting events, such as the 2006 World Cup, as it is possible that higher than normal numbers of young people might be watching.

o      Cinema: Consideration should be given to the practice of placing an advertisement for alcohol outside of the main advertising reel, after the film certification information and before the start of the film.

o      Radio: The Independent Broadcasters of Ireland (IBI) should be encouraged to develop the Code of Conduct for Presenters, which should be applicable to all member stations.

o      General: The media partners might wish to examine the issue of electronic media, which is not covered under the current Codes.

The Minister of State at the Department of Health, Pat the Cope Gallagher TD, has outlined the government’s response to the Monitoring Body’s report:

Following consideration of the Report my Department has decided to commence discussions with the relevant stakeholders with a view to strengthening and expanding the current voluntary codes on alcohol marketing and communications in order to provide significantly greater protection for children and young people. I will give further consideration to the possibility of using legislation in this area depending on the outcome of these discussions.3

1.  Alcohol Marketing Communications Monitoring Body (2007) Limiting the exposure of young people to alcohol advertising. First annual report 2006. Retrieved 29 November 2007 from https://www.drugsandalcohol.ie/23484/  

2. For an account of the establishment and purpose of the Monitoring Body, see Pike B (2006) Self-regulation of alcohol advertising is on probation. Drugnet Ireland 17: 6.

3.  Gallagher P the Cope (2007, 21 November) Parliamentary Debates Dáil Éireann Official Report: Unrevised. Vol. 642, col. 234, PDF version. Available at www.gov.ie/oireachtas/frame.htm