A NEW code restricting the advertising of alcohol will significantly affect the amount of such advertising allowed in Ireland, the drinks industry has said.
The revised code on advertising, sponsorship and placements would prove "very challenging" for the industry as well as the advertising and media sectors, according to the Drinks Industry Group of Ireland (Digi).
Minister of State at the Department of Health Mary Wallace launched the voluntary code, which covers all media, yesterday. The code came into force yesterday for new business and will apply to existing contracts from October 1st.
It includes a range of measures designed to restrict young people's exposure to alcohol advertising, including a ban on the advertising of drink during breakfast-time television.
A ban will also apply where more than 25 per cent of an audience is under 18.
The National Youth Council claimed the new code failed to protect children and young people from being exposed to a "barrage" of alcohol advertising.
However, Michael Patten, chairman of Digi, said the code represented a form of "co-regulation" between industry and the Department of Health, rather than an imposition of restrictions by law.
"With so much media in Ireland now coming from overseas or originating over the internet, co-regulation by Government and industry represents the best way to regulate alcohol advertising in Ireland, as it can embrace advertising on media and channels which are outside the jurisdiction of the State."
Rosemary Garth, director of the Alcohol Beverage Federation of Ireland, argued that legislation would not be flexible enough to respond to changing requirements in media and marketing.
"The rise of social media, for example, is a phenomenon where the impact of legislation is negated, whereas agreed codes can respond effectively."
Ms Wallace said the Government was extremely concerned about the impact of alcohol advertising on young people. Her department planned to look at areas where legislation might be necessary to protect this group.
Paul Mulligan, head of sales and marketing in RTÉ, said the effect of the changes would vary across stations and media.
RTÉ 1, which has a mainly adult audience, would be least affected, apart from the ban on alcohol advertising between 6am and 10am.
RTÉ 2 would be unable to broadcast drink advertisements in 25 out of about 40 slots each day as a result of the new restrictions.
On radio, 2FM does not carry alcohol advertising, while RTÉ Radio 1 would be unable to carry such advertising in the mornings.
