Industry group condemns 'beer bong' advert aimed at students

An advertisement aimed at Leaving Certificate students, which promised "five nights of savage drinks promos", has been found to be "an incitement to irresponsible consumption of alcohol".

The advertisement by a company called Midnight Events was posted on the Bebo website and promised "drinking games", "beer bongs" and a €250 prize for "taking celebrating to the extreme".

It also promised a limo stuffed with the popular fruit schnapps Mickey Finns. The limo was due to take the winners to the Leaving Certificate Ball at the Leopardstown Pavilion in Dublin.

The drinks industry watchdog, Meas, which was set up to promote sensible drinking, held that the advertisement was in breach of its voluntary code of practice on the sale and promotion of alcohol.

While Meas cannot impose any sanction, it can "name and shame" organisations which breach its code.

Midnight Events promoter Jamie White said the complaints related to one of the first events it organised and it has since incorporated the Meas guidelines into their promotions.

"We are a young company, and this has been a learning experience for us," he said.

"We strive to provide alternative means for people to enjoy themselves on nights out. Whether we host a foam party or a fireworks display, this is all done to provide alternative means of enjoyment other than alcohol."

Meas also held that Midnight Events breached the code by suggesting an association between drinking and sexual prowess. The event did not go ahead as advertised after five premises, all in Dublin, were contacted by Meas following complaints from the public.

The premises were the Citi Bar and Venue on Dame Street, DTwo Bar in Harcourt Street, Carnival in the Russell Court Hotel, the Twenty One Club on D'Olier Street and the Leopardstown Racecourse.

In correspondence with Meas, the five premises said they were unaware of the nature of the event. The Russell Court Hotel said they were "extremely unhappy" with the advertisement.

The general manager of the Leopardstown Racecourse responded by stating that he in no way condoned what appeared on the Bebo site and as a parent "was appalled by it", while the Twenty One Club said the drinking games advertised on the Bebo website were not mentioned when Midnight Events booked the premises.

The DTwo Bar cancelled the party as did the Citi Bar and Venue, which referred the matter to its solicitors.

A separate complaint against Midnight Events in relation to an event it had planned at the Tramco nightclub in Rathmines was also held to be in breach of the Meas code of practice, which forbids the encouraging of "illegal, irresponsible or immoderate consumption, such as binge-drinking, drunkenness or drink-driving".

The event, which was due to be held on June 21st, was advertised as a "booze-B-Q".

Tramco said it was only made aware of the nature of the event when contacted by Meas and immediately ordered Midnight Events to withdraw the advertisement and to consult it before doing advertising relating to Tramco events in future.