Press Release

Tánaiste launches Alcohol Advertising Monitoring Body

A new Alcohol Marketing Monitoring Body, which has been established to ensure industry compliance with new voluntary codes of practice in relation to the exposure of young people to alcohol, was launched by The Tánaiste, and Minister for Health and Children , Mary Harney TD, today (Thursday, 15th December 2005).

The Monitoring Body, which will be independently chaired by Peter Cassells – Chair of the National Centre for Partnership and Performance, will oversee the implementation of and adherence to the Voluntary Codes of Practice agreed between the Department of Health and Children and representatives of the advertising, drinks and media communications industries.

Following engagement between the Drinks Industry Group of Ireland (DIGI), the Association of Advertisers in Ireland (AAI) and representatives from the media, strict voluntary codes of practice were drawn up to address Departmental concerns in relation to alcohol advertising and young people.

The Tánaiste said that these codes were a practical and workable solution for reducing the exposure of young people to alcohol advertising.

“I am confident that this voluntary code can be effective and with the establishment of the new Monitoring Body, Ireland has a credible, effective voluntary control system in place in relation to alcohol advertising,” said An Tánaiste.

“However, I will be receiving the Annual Report of the Monitoring Body next year and if it finds that this process is lacking and if there are consistent breaches of the code, I will have no hesitation in progressing the Bill on Alcohol Products, which will restrict alcohol advertising and marketing practices.” she said.

The Alcohol Advertising Monitoring Body will be made up of representatives from four key groups; the Health Promotion Unit of the Department of Health and Children; the Broadcasting Commission of Ireland; the Drinks Industry Group of Ireland and the Advertising Standards Authority.

The new Monitoring Body will have access to and will review data from the Advertising Standards Authority of Ireland, Central Copy Clearance Ireland, AC Nielson, Joint National Listenership Research (JNLR), Irish Film Censor Reports (cinema). In addition, the Body can commission independent research across all media to assess adherence to the Code. This research will be funded by the Department of Health and Children.

Mr. Peter Cassells said that breaches would be dealt with by the Monitoring Body, which would approach the relevant organisations and obtain renewed agreement on the application of the Code.

“Where agreement cannot be reached, the Body will report the issue to the Minister for Health and Children and will include details of such breaches and attempts to resolve the issues,” said Mr. Cassells.

Voluntary code to limit the exposure of young people to alcoholic drink advertising

(Note: this is additional material related to Tánaiste launches Alcohol Advertising Monitoring Body

The Drinks Industry Group Ireland, together with the Association of Advertisers in Ireland, The Institute of Advertising Practitioners in Ireland and the Cinema Industry based in the Republic of Ireland accepting advertising aimed at the Irish marketplace, undertake to operate a policy as detailed below.

  1. For the purposes of this policy Young People will be defined as those under age of eighteen years.
  2. .All alcohol advertisements must carry the Central Copy Clearance Ireland (CCCI) stamp of approval before acceptance.
  3. The Cinema Industry will not accept alcohol advertising from strength alcohol brands.
  4. Advertising from non-strength alcohol brands to account for no more than 40% of total advertising minutage.
  5. Alcohol advertising will only be shown with films targeting an adult audience and where it is deemed that at least 75% of the attendances will be aged 18 or over. ◦Each film’s suitability to exhibit alcohol is based on comparative film profiles drawn from the ROI Film Monitor which is part of the Cinema and Video Audience Industry Research. This is a quarterly monitor with a sample of 1,400 adults and a booster of 200 children nationally weighted within the ROI. It is conducted by Irish Marketing Surveys Ltd.  ◦The results of this research consistently indicate that the certificate of a film does not always indicate the target audience of the film.
  6. 6.Every commercial exhibited on Cinema screens must be processed through The Cinema Advertising Association (CAA). The CAA is an independent committee of appointed experts from a variety of ages and backgrounds. An impartial and independent consultant with 19 year’s experience advises and overseas all decisions reached by the CAA.
  7. The CAA strictly abides by the Code of Advertising Standard of Ireland.
  8. The Irish Film Censor’s Office will advise Carlton Screen Advertising (the dominant organisation in this medium) on their judgement of the target audience of films.

Voluntary code to limit the exposure of young people to alcoholic drink advertising on television

The Drinks Industry Group Ireland, together with the Association of Advertisers in Ireland, The Institute of Advertising Practitioners in Ireland and all Television Broadcasters based in the Republic of Ireland accepting advertising aimed at the Irish marketplace, undertake to operate a policy as detailed below.

  1. For the purposes of this policy Young People will be defined as those under age of eighteen years.
  2. All alcohol advertisements must carry the Central Copy Clearance Ireland (CCCI) stamp of approval before acceptance.
  3. No advertising for alcohol would be booked by an alcoholic drinks advertiser or his agency or placed by the Broadcasters in any programming where more than 33% of the audience is under the age of eighteen years.
  4. No advertising for alcohol will be placed in any programming specifically aimed at children or young people.
  5. Each Broadcaster will produce and provide to an independent monitor a profile of its audience.
    1. The profile will: 1.Be for each channel broadcast
    2. Based on individuals up to eighteen years of age and those over eighteen years of age.
    3. Be for each half-hour between 3pm and 10pm.
    4. Updated every six months.
  6. When new programmes are introduced to the schedule the profile previously achieved for that time block will be used to ascertain the audience profile. Once the new programme has had four transmissions the profile will be re-examined and subsequently used to decide on the suitability for alcohol advertising.

Voluntary code to limit the exposure of young people to alcoholic drink advertising on radio

The Drinks Industry Group Ireland, together with the Association of Advertisers in Ireland, The Institute of Advertising Practitioners in Ireland and all Radio Broadcasters based in the Republic of Ireland accepting advertising aimed at the Irish marketplace, undertake to operate a policy as detailed below.

  1. For the purposes of this policy Young People will be defined as those under age of eighteen years.
  2. All alcohol advertisements must carry the Central Copy Clearance Ireland (CCCI) stamp of approval before acceptance.
  3. Ensuring that programmes aimed at young people do not carry branded alcohol advertising. We propose to achieve this by: ◦Banning all alcohol advertising from programmes where greater than 33% of the listeners are young people

◦These programmes will be identified through the Joint Nation Listenership Research (JNLR) on a station by station basis

◦After the publication of the JNLR, on a twice yearly basis, we propose that each station will submit a list of programmes to the broadcasting Commission for Ireland (BCI) that will not carry alcohol advertising. The BCI will independently validate the list.

◦The BCI would include alcohol advertising on the schedule of criteria that are assessed in the course of its independent random sampling of each stations output.

◦Any breach of the alcohol advertising code would be immediately notified to the Independent Monitoring Body and the station involved.

  1. The introduction of a Code of Conduct for presenters whereby speech content that glamorises or encourages over consumption or abuse of alcohol is banned. Independent Broadcasters of Ireland (IBI) will draft the Code in consultation with the BCI and the Department. IBI would undertake to develop appropriate training packages to ensure that its members fully comply with the Code and will agree to an appropriate monitoring mechanism.
  2. IBI and RTE Radio will co-operate and comply with other broader elements of the industry agreement including the Copy Clearance process and the Independent Monitoring Body.

Voluntary code to limit the exposure of young people to alcoholic drink advertising on outdoor/ambient media

The Drinks Industry Group Ireland, together with the Association of Advertisers in Ireland, The Institute of Advertising Practitioners in Ireland and the Outdoor Media Association based in the Republic of Ireland accepting advertising aimed at the Irish marketplace, undertake to operate a policy as detailed below.

  1. For the purposes of this policy Young People will be defined as those under age of eighteen years.
  2. All alcohol advertisements must carry the Central Copy Clearance Ireland (CCCI) stamp of approval before acceptance.
  3. The Outdoor Media Association (OMA) will not place advertising for any alcoholic drinks within 100 metres of a primary or secondary school entrance
  4. No bus shelter wrap rounds on alcoholic drinks
  5. No wrap rounds on individual buses.
  6. No train or light rail wrap rounds.
  7. No wrap rounds on taxis.
  8. There will be no domination by any alcoholic drinks brand of a train or bus station. (Domination here means more than 33% of available space).
  9. A maximum of one face on a Prismatic/Scrolling unit will display alcohol advertising.
  10. A maximum of one panel in any group of hoardings will display alcohol advertising.
  11. A maximum of one in three bus or train interior/exterior panels will display alcohol advertising.
  12. There will be no Mesh Building Banners for alcohol advertising.

Monitoring Body of Voluntary Code on Practice on Alcohol Advertising

Terms of Reference

  1. The Body will be known as the Alcohol Marketing Communications Monitoring Body.
  2. The Body will have an independent Chair and will consist of one representative nominated by the advertising industry, one representative nominated by the drinks industry and two representatives nominated by the Department of Health and Children.
  3. The Body will oversee the implementation of, and adherence to, the Voluntary Codes of Practice agreed between representatives of the advertising, drinks and media communications industries and the Department of Health and Children.
  4. The purpose of the Code is to reduce the exposure of children and young people to alcohol advertisements. While the Body will largely decide on its operational methods it will have access to and will review data from the Advertising Standards Authority of Ireland, Central Copy Clearance Ireland, AC Nielson, Joint National Listenership Research (JNLR), Irish Film Censor Reports (cinema).
  5. The Body will also commission, if necessary, independent research across all media to assess adherence to the Code. This research will be funded by the Department of Health and Children.
  6. Where breaches occur, the Body will approach the relevant organisations with details and obtain agreement on the application of the Code.
  7. Where agreement cannot be reached, the Body will report the issue to the Minister for Health and Children and will include details of such breaches and attempts to resolve the issue.
  8. 8.The Body will produce an Annual Report for the Minister for Health and Children.