Crackdown on TV and radio alcohol ads comes into effect from today

The new watershed does not allow alcohol marketing on television from 3am to 9pm and on radio on weekdays between 3pm to 10am the following morning.

It aims to help reduce the level of exposure of children to alcohol promotion.

Alcohol Action Ireland (AAI) has welcomed the enactment of the ban, but has called on Government to “stop dragging its heels” on two further sections of the Public Health Act that are yet to come into effect.

CEO Dr Sheila Gilheany described the Public Health (Alcohol) Act 2018 as a “suite of quite modest measures designed to provide some degree of protection from the tactics of an aggressive industry acting against the population’s health through relentless marketing”.

The new rules on alcohol advertising are part of Section 19 of the Public Health (Alcohol) Act, which has also included the introduction of minimum unit pricing for alcohol.

Dr Gilheany said two crucial parts of the Act are yet to be commenced and called on Government to “stop dragging its heels” and take action.

She said the broadcasting ban comes into effect today almost seven years after first being signed into law, and the public health benefits of the Act “will only be fully realised when all the sections are enforced”.

Section 13 would put restrictions on the content of alcohol advertisements, while Section 18 relates to advertisements in publications. Ads would also be required to include health information such as cancer warnings and details of the HSE alcohol information website.

Dr Gilheany added: “Even if commenced today, it will take three years before the section is enforced, so that would be a 10-year delay on legislation that was signed into law in 2018.

“The bizarre thing is that Section 13 is designed to work in tandem with health warning labelling regulations, which come into force in May 2026, so why is there such a delay in its commencement?

“There is strong public support for controls on alcohol marketing and a need for more information on alcohol with polling indicating over 70pc in favour of such measures. We must stop this deference to industry and implement the law without any further delay.”

Drinks Ireland said the industry takes its responsibility around marketing products “very seriously”, with director Cormac Healy saying current laws on advertising of alcohol products are “some of the most comprehensive and stringent”.

“The industry takes its responsibility in this area very seriously as evidenced by the strict adherence and compliance with the regulations and legislation in place, including the provisions of the Public Health (Alcohol) Act, and advertising and broadcasting codes including Coimisiún na Meán, ASAI and Copy Clear,” he said.

“The high level of compliance is independently monitored and verified. We will continue to follow these and the new parameters governing advertising and marketing.

“Alcohol consumption trends have been changing for some time in Ireland and the progress made needs to be recognised.

“Per capita alcohol consumption in Ireland has decreased by around 30pc in the last 20 years, with clear trends showing that people are seeking more balance in how they drink and choosing more premium products. ”