Alcohol Action Ireland have criticised plans to place the existing voluntary code of sports sponsorship on a statutory footing

Alcohol Action Ireland was responding to media reports that the forthcoming Public Health (Alcohol) Bill will integrate the existing code of sports sponsorship.

“The existing code of practice written by, and regulated by, the alcohol industry is ‘light touch’ in nature and fails to protect children from exposure to alcohol advertising,” claimed Suzanne Costello, CEO of Alcohol Action Ireland.

“Placing this on a statutory basis effectively rules out any action to protect children from exposure to alcohol advertising for a generation.

“Comprehensive evidence shows that children and young people are not only exposed to a large amount of alcohol promotion through sports sponsorship, but that their behaviour and beliefs are influenced by these messages about alcohol and its use

“A ban on alcohol sponsorship of sport would decelerate the relentless promotion of alcohol in Ireland, particularly children and young people’s exposure to it, and diminish the overall potency of alcohol advertising, thereby reducing alcohol consumption.”