NEW RESTRICTIONS on alcohol advertising which the Government claim will reduce young people’s exposure to alcohol will take effect today.
The new code will limit the amount of alcohol advertising at any given time, ban such adverts on breakfast television, and ban “stings” – alcohol advertising during sports programmes.
However, the National Youth Council yesterday accused the Government of merely “tinkering” with the drinks industry’s existing system of self-regulation.
“This is merely a PR exercise designed to give the impression that action is being taken, when there will be no impact,” said youth council assistant director James Doorley.
“The revised codes consist of minor changes to an already discredited and ineffective self-regulatory system which will not protect children and young people from aggressive alcohol advertising.”
He called on the Government to go back to the drawing board to produce a robust and statutory code that had credibility, was independent and imposed serious penalties where it was breached.
In 2003, the then minister for health Micheál Martin promised legislation to reduce the exposure of young people to alcohol advertising. However, following lobbying by the drinks industry, the Department of Health approved a set of voluntary codes on alcohol advertising in the visual media. Organisations representing young people were not consulted.
Under the revised code, alcohol advertising will be limited to up to 25 per cent of available space or time, instead of 33 per cent at present. Drinks advertising on radio or TV will be allowed so long as no more than 25 per cent of the audience is below 18.
No advertising of alcohol will be allowed between 6am and 10am. The code’s remit has been extended to the print media.