BOOZE can no longer be advertised at sporting events or in sporting areas under the new laws that came into effect today.
Alcohol ads are also banned at children’s events and events involving the driving or racing of motor vehicles under the Public Health Alcohol Bill.
But once an event is unsuitable for children, the restrictions do not prohibit the wearing of clothing bearing the name, brand or logo of an alcoholic product.
Alcohol Action Ireland said research from the University of Stirling found that a child watching a game broadcast at the 2020 Six Nations Rugby Championship was likely to see alcohol promoted every 15 seconds.
Health Minister Stephen Donnelly said the new elements of the bill, which was passed by Dail in 2018, are designed to “protect our children” from exposure to alcohol while limiting the association of alcohol with sports activities.
Alcohol Action Ireland said they should halve children’s exposure to alcohol ads.
Breaking the new rules could lead to penalties such as a fine of up to € 250,000 and up to three years in prison.
Donnelly said, “The restrictions on alcohol advertising and sponsorship in connection with certain events are designed to protect our children from exposure to alcohol marketing as part of their daily lives.
“They will also limit the association of alcohol consumption with sports activities and automotive events.”
And State Minister for Public Health Frank Feighan said he hoped the new restrictions would ensure children “the best possible start in life.”
He said: “Research evidence consistently shows that exposure to alcohol advertising is associated with an increased likelihood of children starting to drink alcohol or drinking larger amounts if they already do.
“Alcohol consumption can have serious consequences for our young people and in particular for their development, which is why I applaud the contribution these measures will make to ensure that our children can have the best possible start in life. ”
These are the latest regulations in place to reduce alcohol advertising and association, as previously enacted provisions of the Public Health Alcohol Act 2018 prohibited the use of bonus points or cards. loyalty program to buy alcoholic beverages at a reduced price.
Last November, the “alcohol curtain” was also introduced under this law.
Retailers must separate alcohol from other products in their store, with small doors now dividing the unlicensed section from other items in many supermarkets.
Other measures introduced in 2019 banned alcohol advertising within 200m of a school, playground, trains, buses and cinemas.