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IRELAND: Irish industry faces new code of conduct

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Details of a new Irish advertising code for alcohol emerged over the weekend, which seeks to ensure alcohol is marketed and sold in a socially responsible way.

The Code of Practice from Mature Enjoyment of Alcohol in Society (MEAS) will seek to see to it that drinks companies cannot claim that their products create sexual prowess, bravado or sporting success or be targeted at under-18s.

Adverts must not use actors or images of people who look under 25 years of age. Neither can they feature sporting heroes or real and fictitious characters "associated with youth culture".  Adverts must also not encourage binge-drinking, drunkeness or drink-driving.

The code will be enforced by referring those that breach the rules to the Garda as well as naming and shaming in the national press.

The code also targets the on-trade. Publicans are forbidden to serve multiple drinks in a single glass and promotions for alcoholic drinks cannot be used at events where more than a quarter of the expected audience is under 18.


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