The draft Public Health (Alcohol) Bill (PHAB), published in December 2015, along with amendments introduced in the Oireachtas in Autumn 2016, contain a number of measures that if enacted would impact on the price, availability, labelling and the marketing of alcohol in Ireland. The stated policy objectives of the Bill are to:
• ensure the supply and price of alcohol is regulated and controlled in order to minimise the possibility and incidence of alcohol-related harm;
• delay the initiation of alcohol consumption by children and young people;
• reduce the harms caused by the misuse of alcohol; and
• reduce alcohol consumption to 9.1 litres of pure alcohol per person per annum (the OECD average in 2012) by 2020.

The Bill proposes to achieve these objectives through the introduction of regulations with regard to:
1. minimum unit pricing (MUP);
2. labelling of alcohol products;
3. advertising and marketing of alcohol, alcohol sponsorship and price promotions; and
4. structural separation of alcohol products in mixed trading outlets.