Responsible Consumption

Very significant efforts have been made in recent years by the Drinks Industry in Ireland to respond to recommendations at European and national level to reduce alcohol related harm.  As the leading wines & spirits company in Ireland, Irish Distillers has played a key role in the development of these pan-industry initiatives.

Globally, Ireland now has the most comprehensive pre-clearance system for all alcohol advertising, through the operation of Central Copy Clearance Ireland which pre-vets the contents of all drinks advertising for compliance with all relevant codes.  As well as the Drinks Industry, this system has the full support of all media which have agreed not to print or broadcast any advertisement which does not carry CCCI approval.  Until its implementation, alcohol advertising represented a significant proportion of complaints to the Advertising Standards Authority (ASAI); in 2005 there were zero complaints upheld against drinks advertising.

A suite of voluntary codes which have been endorsed by Government, also came into effect in 2005.  These codes compliment the ASAI content code and specifically address the placement and volume of alcohol advertising and sponsorship, with a view to limiting the exposure of young people to alcohol marketing.

In 2003, Irish Distillers and other key players in the Drinks Industy formed a new social aspects organisation called MEAS (Mature Enjoyment of Alcohol in Society), which has undertaken a wide range of initiatives to foster industry social responsibility and reduce alcohol related harm.  A key initiative was the MEAS Code of Practice which has very broad support across the drinks and hospitality industry and which aims to ensure that alcohol products are not overtly appealing to under 18’s, that alcohol promotions are responsible and that alcohol is merchandised responsibly.

For further information please visit:  www.meas.ie

Since 2005 all MEAS member companies also incorporate responsibility messages in all trade and consumer advertising.

Essentially, the Drinks Industry in Ireland has established a pyramid of voluntary and co-regulatory codes with key elements that are effectively mandatory, which ensure all players subscribe to the same standards.  This is expected to have a positive impact on the responsible marketing of alcohol and its exposure to young people.