Support from readers like you keeps The Journal open.
You are visiting us because we have something you value. Independent, unbiased news that tells the truth. Advertising revenue goes some way to support our mission, but this year it has not been enough.
If you've seen value in our reporting, please contribute what you can, so we can continue to produce accurate and meaningful journalism. For everyone who needs it.
The new Public Health (Alcohol) Bill has been under consideration by the government since late 2015 but has not yet been enacted. It is a far-reaching bill with new legislation on aspects such as minimum pricing, advertising and product labelling.
Over the next few weeks, TheJournal.ie will look at different aspects of the bill, the sides for and against the measures, and the effect the bill will have.
THE PUBLIC HEALTH (Alcohol) Bill was published by then-Minister for Health Leo Varadkar in December 2015.
It has a wide-ranging set of measures designed to reduce the effects of alcohol-related harm in Ireland.
An important aspect of the legislation relates to how alcohol can be advertised, both in shops and supermarkets, on billboards and at sporting events.
While the Bill has cross party support, a number of changes were recommended after it was debated at committee stage. Politicians have also highlighted how a great deal of lobbying has been done by industry to try and amend other aspects before it gets signed into law.
Advertising Restrictions
Some of the restrictions included in the bill relate to advertising in public spaces, at events and in media outlets.
In terms of outdoor advertising, ads promoting an alcohol product would be prohibited in or on public service vehicles, at bus stops and in or at a train or bus station.
Outdoor advertising within 200 metres of a school or playground will also be banned.
At the committee stage (the third stage, after it has been debated in the Dáil), it was proposed that the following line was put in: “Advertising, indirect advertising and other sales promotion of an alcohol product is prohibited if it is carried out or aimed at the general public in public places.”
It was also proposed that alcohol sponsorship of sport would be phased out by the end of 2023, and that sponsorship of any event which is particularly aimed at children is also banned.
Another amendment tabled related to the broadcast watershed for alcohol advertising.
Addressing the committee, Minister of State Marcella Corcoran Kennedy explained: “It states that advertisements for alcohol products cannot be broadcast on television before 9pm and that such advertisements cannot be broadcast on the radio other than between the hours of 10am and 3pm on weekdays.
The watershed times have been agreed in consultation with the Department of Communications, Climate Action and Environment and the Broadcasting Authority of Ireland, which have the intelligence in this area.
A spokesperson for Alcohol Action Ireland told TheJournal.ie that while advertising restrictions alone will not solve the public health crisis of alcohol in this country, all of the measures in the legislation “are designed to work together to help create an environment that supports or empowers people to make healthier choices in relation to their alcohol consumption”.
Brewers, however, have claimed that the advertising restrictions proposed will effectively freeze them out from the majority of all outdoor advertising space in major cities in Ireland.
The Alcohol Beverage Federation of Ireland (ABFI) has a twofold argument, saying that the restrictions are “disproportionate” and that they won’t work.
Shutterstock / Alexandru Nika
Shutterstock / Alexandru Nika / Alexandru Nika
The body, which represents brewers, distillers, brand owners and distributors in Ireland, has also warned that the move will have negative consequences across a variety of sectors, claiming the watershed rule will have “huge financial implications for domestic broadcasters” in terms of revenue.
ABFI Director Ross Mac Mathúna said: “We would like to see the sensible implementation of the Bill, however the proposed measures are not fit for purpose and will result in unintended consequences.”
Their figures claim that, of the 8261 advertising spots in Greater Dublin, Cork and Limerick, only 969 of these (11.7%) would be available to book for alcohol advertising under the provisions of the Public Health (Alcohol) Bill.
A spokesperson for Alcohol Action Ireland criticised a lack of evidence to substantiate this claim that 88% of outdoor advertisement space would be made unavailable under the new system.
They also told TheJournal.ie that the alcohol industry was not “primarily concerned with ‘unintended consequences’ of this legislation, but the intended consequence” which would ultimately aim for a reduction in alcohol consumption.
Alcohol marketing and children
The ABFI says that the restrictions on advertising will have little benefit on the issue of underage drinking.
Countries such as France have banned advertising at sporting events and have implemented content restrictions on other alcohol-related advertising, but the ABFI argues that research on underage drinking in France show that these measures will not work in Ireland.
Data published in 2013 did show that there was an increase in the number of underage drinkers consuming alcohol regularly in France, but this is not directly linked to advertising.
Mac Mathúna said: “We are concerned about the proposed advertising restrictions given the lack of clear evidence that these measures will address the misuse of alcohol.
Underage consumption [in Ireland] is declining.
According to the recent ESPAD survey – a European-wide survey on alcohol use among teenagers – Ireland was found to be below average in terms of alcohol use in a number of categories, including regular consumption.
One category, however, where Ireland did not perform so well in terms of how many teenagers had been drunk in the previous 30 days, and the average alcohol intake on the last day that they drank.
Percentage of prevalence, Irish teenagers versus European average ESPAD
ESPAD
The Alcohol Action Ireland spokesperson said: “Children are continuously exposed to positive, risk-free images of alcohol and its use, which are far removed from the reality of the situation.
Restricting advertisements for alcohol products to content about the nature of those products will mean that advertisements will be less likely to glamourise alcohol or make it appealing to children.
Advertisement
“Due to weak systems of industry self-regulation, children in Ireland are currently very poorly protected from these sophisticated and powerful influences on their expectations and behaviour in relation to alcohol.”
According to research carried out at the Health Promotion Research Centre at NUI Galway, over 90% of children reported that they were exposed to traditional, or offline, alcohol advertisements in the week prior to the study being carried out.
Dr Michal Molcho at NUI Galway said: “Given that these findings echo previous studies, coupled with the vulnerability of young people to alcohol, there is a clear need for immediate action on alcohol marketing regulation.”
The ABFI, however, said: ”The drinks industry in Ireland abides, in the strictest manner, to all codes relating to advertising and marketing.”
Lobbying
As amendments to the legislation were under review by members of the Seanad, several came forward to air their frustrations on the amount of lobbying taking place from industry on the matter.
Independent Senator Frances Black told the House in November: “Is the Leader aware of the amount of lobbying by the alcohol industry on the Public Health (Alcohol) Bill? I am shocked by the amount of lobbying.
I have seen it with my own eyes. I saw seven people from the industry standing around one Deputy in the coffee dock some days ago and I was absolutely horrified.
Independent Senator Frances Black Niall Carson PA Archive / PA Images
Niall Carson PA Archive / PA Images / PA Images
“We have to stop listening to the industries whose representatives are in here fighting against saving lives.”
Senator David Norris also drew attention to the issue. He said: “Multinational corporations have been carrying out extensive lobbying of Members of this House. Sometimes, they are clever in how they conceal their origins referring to ‘responsible drinkers’ and all of that rubbish.
No one believes it. They have stopped lobbying me because I used to send material back and tell them that I did not believe them.
Also speaking in the Seanad on the matter, Fine Gael senator Catherine Noone expressed her fears that the advertising industry would begin to lobby members to reduce to the effect the bill will have.
She said: “My concern is that the advertising industry will start to lobby us to reduce the effect the Bill will have on its industry. The objective of the advertising measures contained in the Bill is to protect young people from exposure to alcohol marketing.
If there is to be any reduction or removal of measures in the legislation, I hope it will not be a precedent for other industries to start lobbying us. I believe this is only the start of it.
Section 20
By law, lobbyists are required to register and disclose who they are lobbying and what they are lobbying them about.
The register lists details of who has been lobbying politicians on a range of issues and, in the case of the Public Health (Alcohol) Bill, it is section 20 that has led to a great number of lobbying attempts.
Section 20 concerns the “structural separation” of alcohol products for sale in shops and supermarkets.
In practice, it will mean the erection of a physical barrier to separate alcohol from other products in shops.
On the register of lobbyists, it can be seen that shop owners have been keen to get this part of the Bill amended in particular.
The intended results of this lobbying was to “avoid the expenditure of €45,000 in our store in order to comply with proposed legislative changes to prevent alcohol from being visible to our customers”.
Other recorded instances of lobbying politicians on this piece of the legislation can be found here, here, and here.
This issue almost caused a rift between Fine Gael and the Independent Alliance in November.
The Bill instructs that alcohol must be separated from the other products on sale in the shop by a physical barrier, so that alcohol products and advertising are not readily visible to members of the public.
Plans to force small retailers and corner shop owners to segregate alcohol products was a “step too far”, said the Independent Alliance.
Minister of State with responsibility for the Office of Public Works Sean Canney described the section of the bill as “a retrograde step” and said it is simply “inoperable”.
“Segregation like this will add nothing to the control of drinking. Drinking is an issue in this country and education about alcohol needs to start in the school.
“I am fearful of the fact that this legislation could drive drink further underground and make drink an even less sociable pastime,” he said.
Unlike other disagreements the Independent Alliance has had with Fine Gael in the past, this time they might actually have some support from government backbenchers.
Corcoran-Kennedy briefed her party colleagues on the new bill at the parliamentary party meeting at a November meeting, where concerns were raised were also raised by Fine Gael TDs about the impacts it will have on small corner shops.
At a previous parliamentary party meeting in October, there was a heated discussion about the new bill, with rural TDs raising the same concerns as members of the Independent Alliance.
Many stated it would be a non-runner for their constituents.
Next week, we’ll take a look at the issue of minimum pricing.
Readers like you are keeping these stories free for everyone...
A mix of advertising and supporting contributions helps keep paywalls away from valuable information like this article.
Over 5,000 readers like you have already stepped up and support us with a monthly payment or a once-off donation.
We can go as far as banning advertising completely and it will make little difference, it’s our attitude to alcohol we need to change in this country. Most of us are guilty of having a bad attitude towards it and it’s passed down from generation to generation. We need stricter laws that stop the sale of alcohol to those who are already drunk, to those who sell or buy alcohol for minors.
Banning alcohol sponsorship in sport is risky business , look what happened snooker and its prize no.ey when cigarettes advertising went away. Instead of imposing regulations, could they not just educate kids on the importance of responsible drinking? They never come up with new or outside of the box ideas. Regulate and tax is all we get from them.
You could argue that hiding alcohol away, not having it in your face will leave it a mystery product to the youth. Something to be tried at the first opportunity and let’s face it, it readily available in a lot of home. As far as I know there is not such a problem in France, Spain Portugal etc where they alcohol is more socially accepted. Children are allowed drink from an earlier age and thus you have to sneak around doing it in fields etc.
Every time a child plays sport they see drink advertising if their local club has a bar. Are they going to close those or remove all advertising? Would it not be smarter that the advertising companies should pay for the pro players to go round the schools to young kids and teach them to play sports and be healthy and responsible.
Well if you offer the advertising company to choose between losing baord space and paying a premium for hotzones or to pay for a campaign as I stated, which one do you think they would choose?
@Patrick: The gov couldn’t allow advertising companies to pay pro players to go to schools to teach kids & teenagers to play sports as the gov are not pro players. They couldn’t claim this idea back on expenses or get more tax from the pro players. This gov are only interested in themselves.
the advertising and drinks industry are already doing this with their farcical drink aware campaign, another government backed scheme where they give the drinks industry itself free reign on how to tell people how to drink ‘responsibly’. that was always going to end up being the monumental success it is now.
@Niall O D drinkaware is not the same. It does not target young people specifically.(under 18-21) What the government are asking is not workable and will cost investment in sport and could increase cost to business. Positive role models are needed in alot of homes that do not have any. I still see teenagers smoking.What ad influenced them? Education and changing atttitude is the answer.
Pure joke , lead by example and get rid of the dail bar. How can anybody take them seriously when they are making decisions that affect the lives of everyone in Ireland while they have a use the subsidised bar.
@Michael Clinton: Beat me to it, Michael. I would imagine that there has been a great deal of alcohol-related harm done to the country by TDs making decisions whilst under the influence in a place of ‘work’. If they’re in any way serious — and of course, they’re not, this is just another distraction — then let them get their own subsidised house in order first.
They should also remove the law which allows TD to drive drunk as long as they’re on their way to the Dail. A Dr’s not allowed to get away with it neither should they.
Seeing what your parents drink is all the advertising companies need. You are going to see the brands at home so it as you’re growing up is what you’ll be used to see so when old enough (or not in most cases) it’s what you’ll initially want to drink. Nothing the government can do about that.
We have schools in the center of towns, cities, villages all over Ireland. Are we going to close or move the pubs, hotels so that they are not within 200m of the schools. These businesses will have advertising on or outside their premises. Putting cigarettes behind a screan did nothing for smoking. You will never stop people smoking, drinking this gov needs to get their heads out of their ass and do thier job that they are well paid for.
Hmm. I see a potential flaw in imposing the advertising watershed. Especially when they include indirect advertising. This would impact anti drink driving adverts.
David Alan, from jackson usa, you can also add me on Facebook by my name David Alan or send me an email: davidalan123@yahoo.com I have to publish my email and Facebook name out, because there are so many scam on the internet who claim that they have the cure of herpes. i am here to share my testimony, because i was scam by Dr fada. please always be careful from such email from Dr fada he is a scam. but i thank GOD i came across a man who cured my herpes without me having problem with him. his name is Dr lucky, i never thought i could be cure from my herpes. i saw people testifying on facebook, blog and youtube site, of how Dr Lucky prepared herbal medicine for them and they were cure from their herpes. so i have to contact him through his email, i told him about my herpes and he told me not to worry that everything will be fine, The next day he told me that he has prepare the herbal medicine, that i should send him my address, that he want to send the HERBAL MEDICINE to me via DHL or FedEx, so i sent him my address, that was how i got the herbal medication and i use it as i was instructed. After a week i went to see my Medical Doctor who confirmed my herpes was no more. When some of my friend who has herpes saw me they were surprise and i also introduce them to Dr Lucky and they were also cured from their herpes.People think herpes is really a minor skin irritation, herpes has a long term effects on health. The stigma attached to this virus by ignorant people is ridiculous. I thank God for leading me to this genuine Dr Lucky I am so happy as i am sharing this testimony. My advice to you all who thinks that there is no cure for herpes, there is. so you can contact Dr Lucky via: Drluckyherbalmedicinehome@gmail.com or doctorkinglucky@gmail.com
and be cured from your herpes. I thank Dr lucky make God bless you for your herbal work.
hello everybody,
i don’t just know the reason why some people is finding it difficult to believe that there is a cure for herpes, i have been suffering from herpes since last three years with my boyfriend but today i am happy that am cure from it with the herbal medicine of DR SEBI the great healer,i was browsing the internet searching for help when i came across a testimony shared by someone on how DR SEBI cure his herpes i was so much in need of getting his treatment but after all DR SEBI brought a smile to my face with his herbal medicine. i am so much happy today that we have someone like this great healer out there, so my people out there kindly contact this great healer on his website: http://drsebispelltemple.wixsite.com/spelltemple please sir keep your good work cause there are people out there who is in need of your healing medicine.once more contact him now: drsebispelltemple@gmail.com you can call him or whatsApp his number +2348153863900 thanks DR SEBI for your great works this are also the diseases DR SEBI cures
Ambulances, helicopters and medical advice: Behind the scenes at one of Ireland's 999 call centres
2 hrs ago
1.2k
2
Quiz
Quiz: How much do you know about these famous dancers?
4 hrs ago
8.6k
17
Portlaoise
Boy (5) killed after being struck by car in Co Laois yesterday named locally as Aaron Hussain
12 hrs ago
47.4k
Your Cookies. Your Choice.
Cookies help provide our news service while also enabling the advertising needed to fund this work.
We categorise cookies as Necessary, Performance (used to analyse the site performance) and Targeting (used to target advertising which helps us keep this service free).
We and our 152 partners store and access personal data, like browsing data or unique identifiers, on your device. Selecting Accept All enables tracking technologies to support the purposes shown under we and our partners process data to provide. If trackers are disabled, some content and ads you see may not be as relevant to you. You can resurface this menu to change your choices or withdraw consent at any time by clicking the Cookie Preferences link on the bottom of the webpage .Your choices will have effect within our Website. For more details, refer to our Privacy Policy.
We and our vendors process data for the following purposes:
Use precise geolocation data. Actively scan device characteristics for identification. Store and/or access information on a device. Personalised advertising and content, advertising and content measurement, audience research and services development.
Cookies Preference Centre
We process your data to deliver content or advertisements and measure the delivery of such content or advertisements to extract insights about our website. We share this information with our partners on the basis of consent. You may exercise your right to consent, based on a specific purpose below or at a partner level in the link under each purpose. Some vendors may process your data based on their legitimate interests, which does not require your consent. You cannot object to tracking technologies placed to ensure security, prevent fraud, fix errors, or deliver and present advertising and content, and precise geolocation data and active scanning of device characteristics for identification may be used to support this purpose. This exception does not apply to targeted advertising. These choices will be signaled to our vendors participating in the Transparency and Consent Framework.
Manage Consent Preferences
Necessary Cookies
Always Active
These cookies are necessary for the website to function and cannot be switched off in our systems. They are usually only set in response to actions made by you which amount to a request for services, such as setting your privacy preferences, logging in or filling in forms. You can set your browser to block or alert you about these cookies, but some parts of the site will not then work.
Targeting Cookies
These cookies may be set through our site by our advertising partners. They may be used by those companies to build a profile of your interests and show you relevant adverts on other sites. They do not store directly personal information, but are based on uniquely identifying your browser and internet device. If you do not allow these cookies, you will experience less targeted advertising.
Functional Cookies
These cookies enable the website to provide enhanced functionality and personalisation. They may be set by us or by third party providers whose services we have added to our pages. If you do not allow these cookies then these services may not function properly.
Performance Cookies
These cookies allow us to count visits and traffic sources so we can measure and improve the performance of our site. They help us to know which pages are the most and least popular and see how visitors move around the site. All information these cookies collect is aggregated and therefore anonymous. If you do not allow these cookies we will not be able to monitor our performance.
Store and/or access information on a device 104 partners can use this purpose
Cookies, device or similar online identifiers (e.g. login-based identifiers, randomly assigned identifiers, network based identifiers) together with other information (e.g. browser type and information, language, screen size, supported technologies etc.) can be stored or read on your device to recognise it each time it connects to an app or to a website, for one or several of the purposes presented here.
Personalised advertising and content, advertising and content measurement, audience research and services development 136 partners can use this purpose
Use limited data to select advertising 106 partners can use this purpose
Advertising presented to you on this service can be based on limited data, such as the website or app you are using, your non-precise location, your device type or which content you are (or have been) interacting with (for example, to limit the number of times an ad is presented to you).
Create profiles for personalised advertising 78 partners can use this purpose
Information about your activity on this service (such as forms you submit, content you look at) can be stored and combined with other information about you (for example, information from your previous activity on this service and other websites or apps) or similar users. This is then used to build or improve a profile about you (that might include possible interests and personal aspects). Your profile can be used (also later) to present advertising that appears more relevant based on your possible interests by this and other entities.
Use profiles to select personalised advertising 77 partners can use this purpose
Advertising presented to you on this service can be based on your advertising profiles, which can reflect your activity on this service or other websites or apps (like the forms you submit, content you look at), possible interests and personal aspects.
Create profiles to personalise content 37 partners can use this purpose
Information about your activity on this service (for instance, forms you submit, non-advertising content you look at) can be stored and combined with other information about you (such as your previous activity on this service or other websites or apps) or similar users. This is then used to build or improve a profile about you (which might for example include possible interests and personal aspects). Your profile can be used (also later) to present content that appears more relevant based on your possible interests, such as by adapting the order in which content is shown to you, so that it is even easier for you to find content that matches your interests.
Use profiles to select personalised content 33 partners can use this purpose
Content presented to you on this service can be based on your content personalisation profiles, which can reflect your activity on this or other services (for instance, the forms you submit, content you look at), possible interests and personal aspects. This can for example be used to adapt the order in which content is shown to you, so that it is even easier for you to find (non-advertising) content that matches your interests.
Measure advertising performance 127 partners can use this purpose
Information regarding which advertising is presented to you and how you interact with it can be used to determine how well an advert has worked for you or other users and whether the goals of the advertising were reached. For instance, whether you saw an ad, whether you clicked on it, whether it led you to buy a product or visit a website, etc. This is very helpful to understand the relevance of advertising campaigns.
Measure content performance 60 partners can use this purpose
Information regarding which content is presented to you and how you interact with it can be used to determine whether the (non-advertising) content e.g. reached its intended audience and matched your interests. For instance, whether you read an article, watch a video, listen to a podcast or look at a product description, how long you spent on this service and the web pages you visit etc. This is very helpful to understand the relevance of (non-advertising) content that is shown to you.
Understand audiences through statistics or combinations of data from different sources 75 partners can use this purpose
Reports can be generated based on the combination of data sets (like user profiles, statistics, market research, analytics data) regarding your interactions and those of other users with advertising or (non-advertising) content to identify common characteristics (for instance, to determine which target audiences are more receptive to an ad campaign or to certain contents).
Develop and improve services 82 partners can use this purpose
Information about your activity on this service, such as your interaction with ads or content, can be very helpful to improve products and services and to build new products and services based on user interactions, the type of audience, etc. This specific purpose does not include the development or improvement of user profiles and identifiers.
Use limited data to select content 38 partners can use this purpose
Content presented to you on this service can be based on limited data, such as the website or app you are using, your non-precise location, your device type, or which content you are (or have been) interacting with (for example, to limit the number of times a video or an article is presented to you).
Use precise geolocation data 43 partners can use this special feature
With your acceptance, your precise location (within a radius of less than 500 metres) may be used in support of the purposes explained in this notice.
Actively scan device characteristics for identification 25 partners can use this special feature
With your acceptance, certain characteristics specific to your device might be requested and used to distinguish it from other devices (such as the installed fonts or plugins, the resolution of your screen) in support of the purposes explained in this notice.
Ensure security, prevent and detect fraud, and fix errors 86 partners can use this special purpose
Always Active
Your data can be used to monitor for and prevent unusual and possibly fraudulent activity (for example, regarding advertising, ad clicks by bots), and ensure systems and processes work properly and securely. It can also be used to correct any problems you, the publisher or the advertiser may encounter in the delivery of content and ads and in your interaction with them.
Deliver and present advertising and content 96 partners can use this special purpose
Always Active
Certain information (like an IP address or device capabilities) is used to ensure the technical compatibility of the content or advertising, and to facilitate the transmission of the content or ad to your device.
Match and combine data from other data sources 68 partners can use this feature
Always Active
Information about your activity on this service may be matched and combined with other information relating to you and originating from various sources (for instance your activity on a separate online service, your use of a loyalty card in-store, or your answers to a survey), in support of the purposes explained in this notice.
Link different devices 50 partners can use this feature
Always Active
In support of the purposes explained in this notice, your device might be considered as likely linked to other devices that belong to you or your household (for instance because you are logged in to the same service on both your phone and your computer, or because you may use the same Internet connection on both devices).
Identify devices based on information transmitted automatically 84 partners can use this feature
Always Active
Your device might be distinguished from other devices based on information it automatically sends when accessing the Internet (for instance, the IP address of your Internet connection or the type of browser you are using) in support of the purposes exposed in this notice.
Save and communicate privacy choices 64 partners can use this special purpose
Always Active
The choices you make regarding the purposes and entities listed in this notice are saved and made available to those entities in the form of digital signals (such as a string of characters). This is necessary in order to enable both this service and those entities to respect such choices.
have your say