The Public Health (Alcohol) Bill published on 9 Dec 2015

The introduction of further restrictions to advertising for alcohol brands in Ireland will simply not assist in tackling alcohol misuse.

When the AAI participated in an open discussion in the Dail, we stressed that we needed policies and codes  which strengthen the advertising sector  - for brands, for media, for agencies and services.

We believe that the freedom to advertise, within a clear and responsible framework, is good for people, good for business and good for the economy.

We are very concerned about the following impositions on advertising:

  • Ads to be strictly informative about the product concerned & subject to criminal sanction
  • Ban on advertising near schools, playgrounds and public transport
  • 9.00pm broadcasting watershed for alcohol adverts

We believe that these restrictions are counter-productive and have said from the outset that a wider stakeholder response to alcohol misuse in this country is what is required – rather than a random selection of measures.  That said, we support measures that are fairly assessed, can be effectively monitored and will have a positive impact – not measures like these -  for the sake of measures!

We pleaded with the joint committee in the Dail when considering new measures or restrictions and aasked them to think of the question, “ What is this likely to achieve?”  and “Will it make a difference”?

We believe that everyone should play their part.  The industry must act properly.  Governments must legislate fairly.  Consumers must behave responsibly.

Advertising supports over 30,000 jobs in Ireland and is an important driver of business activity.

We are already subject to some of the most stringent alcohol advertising legislation in Europe.  We are the only Country in Europe that operates Copy Clear, a pre-vetting service dedicated to alcohol advertising.  This was established 12 years ago, is funded by the Alcohol companies and independently managed by the AAI and IAPI.

The new proposal for “ads to be strictly informative about the product concerned” will put an end to entertaining, innovative advertising.  Brands will no longer be able to move with the times in order to stay in touch with their consumers in a relevant manner.  These restictions will put a stop to brands re-inventing themselves – they will no longer be able to remain fresh and up to-date, contemporary and relevant to their consumers.  They will be starting on the slow walk to irrelevance.

Woth regard to the ban on advertising near schools and playgrounds, the industry has been doing this for a long time through adherance to the AMCMB code, and this was also highlighted by the Alcohol Beverage Federation of Ireland to the joint committee in the Dail back in April of this year.

The 9.00pm broadcasting watershed will result in a loss to the Irish broadcast stations only and ignores the reality that many children watch TV after 9.00pm.  At the moment there are 5 Irish TV stations that are likely to be impacted,  so once again we would query the effectiveness of this measure particularly among the younger audiences.

In conclusion, advertising doesn’t play a significant role in driving the harmful use of alcohol, particularly the early onset of drinking as evidenced by research on alcohol misuse.

The media environment is now global so national restrictions will not be properly effective – instead Government should work to expand and help us to carry on what we are doing and enforce advertising standards.

 

Barry Dooley
CEO
Association of Advertisers in Ireland

 

11/12/15