Drinks firms warned over advertising code

Drinks firms and the media were today threatened with tough legislation on alcohol advertising if they fail to abide by new rules on the promotion of drink.

With a code of practice now in place aimed at limiting exposure of alcohol to young people, Tánaiste and Health Minister Mary Harney warned it could be replaced at any stage.

The volunteer rules, adopted by independent media and the drinks industry, will ensure presenters and adverts do not promote a culture of binge and heavy drinking.

But Ms Harney insisted she would not hesitate to bring in legislation if the code was breached.

“If the codes work it will make more of an impact because legislation could not ban anything on E4 or satellite stations outside this jurisdiction, or MTV with the open airs policy in the EU,” she said.

“This will have a much wider effect in that respect because everybody that markets drink in Ireland is involved in this.

“If it doesn’t work we will certainly legislate. We have not cancelled the legislation, we have not torn it up.”

The voluntary code backed by the Drinks Industry in Ireland and the Independent Broadcasters of Ireland will ensure presenters do not glamorise or promote the abuse of alcohol, particularly amongst young people.

Drinks ads will also be banned on any programme where more than a third of the audience is under 18.