In Ireland there is no statutory regulation of alcohol marketing, only voluntary codes. The codes themselves do not adequately address digital marketing – one of the most potent channels for target marketing to young people. Alcohol marketing, including advertising, sponsorship and other forms of promotion, increases the likelihood that adolescents will start to use alcohol, and to drink more if they are already using alcohol.
Due to the lack of effective regulations and legislation, young people are poorly protected from these sophisticated and powerful influences on their drinking behaviour and expectations. Alcohol Action Ireland recently made a submission to the Advertising Standards Association of Ireland’s Code review and proposed some practical and realistic measures to help reduce children’s exposure to alcohol marketing, both online and in the mainstream media.
