Introduction: In Ireland, there has been a shift to a public health approach to alcohol policy through the enactment of the multi-component Public Health (Alcohol) Act 2018.  Public opinion is an important factor influencing the legitimacy and sustainment of policies during implementation. However, public opinion can be influenced by industry tactics, which seek to shape narratives and weaken public support for policies.  This study aims to explore public awareness of and support for this comprehensive alcohol policy in Ireland.

Methods: We conducted a qualitative study using online focus groups with members of the public. We used purposive sampling to ensure a mix of gender, age, geographical location and drinking levels. Data from the focus groups were analysed using thematic analysis.  Results: A total of 29 participants across five focus groups took part in the study. We found that there was limited awareness and understanding of the Act and its policy measures among participants. While participants were aware of some of the policy measures, many did not associate them with an overarching Act. Support for the policy measures was mixed.  Participants showed strongest support for measures that they perceived as targeting children or young people and people with alcohol dependence. We found that price-based measures generated the lowest support and were perceived by many as unfair and ineffective.

Conclusion: The study suggests that participants’ perspectives on alcohol policy solutions are strongly influenced by industry narratives.  Greater awareness-raising of industry tactics among the public and the use of more evidence-informed framing approaches for public communications on alcohol are among the measures we suggest to help build public understanding of and support for public health alcohol policies.