Government Urged To Address Alcohol Marketing

The Chief Executive Officer of MEAS has called on Government to address the unregulated, below cost sale of alcohol within the off-trade sector and to lead the development of an industry-wide code of practice to regulate the merchandising, promotion and sale of alcohol.

A comprehensive, co-regulatory code is said to be required and MEAS would be willing to assist in the development of such a code.

Established in 2002, MEAS works in partnership with Government, industry and other appropriate bodies to promote the responsible marketing, promotion, retailing and enjoyment of alcohol in society. Through drinkaware.ie, a major consumer focused communications initiative, MEAS has made tangible progress in challenging anti-social drinking behaviours and in reducing the culture of excessive drinking.

Fionnuala Sheehan made the statement on the co-regulatory code following communication by the publicans' representative bodies, the Vintners Federation of Ireland (VFI) and the Licensed Vintners Association (LVA) of their decision to withdraw from the voluntary MEAS Code on "the Naming, Packaging and Promotion of Alcoholic Drinks" (the MEAS Code) and, as a consequence, from membership of MEAS.

Ms. Sheehan said: "I very much regret this decision by the two vintner organisations. I understand that it was taken reluctantly and out of concern that the voluntary compliance of their members to the MEAS Code's standards regarding promotions was placing them at a commercial disadvantage vis a vis their off-trade competitors, and at a time when an unprecedented level of pub closures and job losses is occurring."

Ms. Sheehan further noted: "The MEAS/drinkaware.ie programme of initiatives supporting responsible drinking has secured very significant public support. MEAS and its members are firmly resolved to build further on these successful initiatives."

(BMcN)