Offenders who sell alcohol to persons under 18 or who promote drink in a socially irresponsible way are to be named and shamed under a new code for the industry.
The drinks industry body, MEAS, Mature Enjoyment of Alcohol in Society Ltd, has issued the code of practice on the naming, packaging and promotion of alcoholic drinks.
The code will be overseen by a five-person independent complaints panel and failure to comply with its decisions will involve a range of sanctions.
In addition, offenders will be named and shamed as the Complaints Panel will publish its decision in press statements, on its website, and in its annual report.
Sanctions will also include referral to the Garda authorities when licence renewal or transfer arises.
The chief executive of MEAS, Ms Fionnuala Sheehan, said: "The new code, which updates and expands a 1996 drinks industry code, enhances transparency, underlines independence in decision-making, and gives greater teeth to MEAS to enforce the decisions of the Independent Complaints Panel."
This code and complementary initiatives would guide the industry to achieve and maintain high standards in the sale and marketing of alcohol in a socially responsible way, she said.
The key provisions of the code state that the promotion of drink should not suggest it enhances popularity or success, not encourage anti-social behaviour such as drink-driving or under-18s to drink by using cultural icons, such as sports heroes.
Publicans are forbidden to serve multiple drinks servings in a single glass.
When a complaint is received by MEAS, it liaises with the company concerned and with the complainant, and prepares a dossier for and against the complaint which goes to the Independent Complaints Panel.
The panel may seek expert assistance.
Where a complaint is upheld, for example in the case of a drinks product, the relevant retailer(s) will be notified and asked not to replenish the product.
Companies and trade organisations that have voluntarily undertaken to abide by the code include all the major drinks companies, the Licensed Vintners' Association and Vintners' Federation of Ireland; the Irish Hotels Federation; Tesco; Superquinn; the Musgrave Group; BWG; RGDATA; and the National Off-Licence Association.