The move does not directly affect UK marketers, but will alarm the drinks industry here, as the increasingly global nature of the drinks market means that many UK campaigns also air in Ireland.
Ireland currently has a voluntary advertising standards code similar to The Portman Group's code of practice, but Irish health minister Michael Martin said it has not worked because drinks producers are not obeying it. In a recent EU health committee survey, Ireland's alcohol consumption was shown to have increased by 40% in the past five years, with children as young as 11 admitting to trying alcohol.
The country's department of health is drawing up proposals ranging from a total ban on spirits ads, to health warnings on all campaigns.
Other measures being considered are a TV watershed for drinks ads, a ban on cinema advertising to under-18s, and a ban on ads or promotions near schools or public places used by children.
Ads that link alcohol to sporting, social or sexual success may also be outlawed. The ban could spell problems for campaigns such as Guinness' 'Believe', where the first execution features a hurling player taking a 'free in' (a penalty) at the end of the game.
±±¾©Èü³µpk10s portraying drinking as a challenge and those suggesting a link to violence or high-risk activities will also be reviewed, as will drinks promos on campuses.
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