The voluntary code will mean an end to alcohol-only advertising on TV and radio by retailers and an end to special offers on alcohol scattered throughout stores.
The code, which was being rolled out across the country from yesterday, was introduced following discussions on the Intoxicating Liquor Act 2008 between the Department of Justice, Department of Health and trade representatives.
Minister for Justice Dermot Ahern had intended bringing in provisions on the structural separation of alcohol in stores as part of the legislation, but agreed to defer enacting the provisions while the industry implemented the code.
Under the code, alcohol will only be displayed in-store in one area, and customers will not have to pass through that area to reach other products.
It will no longer be displayed in shop windows, and in-store advertising of alcohol will be confined to the area where it is sold.
Advertising materials produced by retailers will not be aimed at minors and “will not seek to glamorise alcohol consumption or encourage excessive consumption”, according to the code.
The trade has committed itself to devoting a maximum of 25 per cent of newspaper or magazine ads to the promotion of alcohol. There will also be a complaints procedure so that the public can complain about any stores breaching the code.
Responsible Retailing of Alcohol in Ireland will implement and verify the code. The body is made up of 10 of the major retailers operating in Ireland.
These outlets include Tesco; the Supervalu, Londis and Spar groups; Superquinn; Aldi; Lidl; Marks Spencer; Topaz and Esso.
The body is chaired by Padraic White, former managing director of the IDA.
Speaking yesterday, he said he would present his first report on code compliance to the Minister in September.
He also said he was impressed with the commitment to the initiative shown by retailers so far.
“This code tasks participating retailers to sell and display alcohol in a significantly different manner than other beverage and food products, thereby supporting ongoing efforts to reduce alcohol misuse in Ireland,” he said.
The Minister for Justice said the initiative was very important.
“We believe it will achieve more reasoned purchasing of alcohol by people,” he said.
He denied it represented a U-turn on alcohol legislation by his department.
He had listened to the arguments of the industry, Mr Ahern said, before deciding not to enact the provisions on alcohol separation.
“That’s what politicians are there for, to listen,” he said.
But, he said, he would enact the provisions if stores were unwilling to participate in the code.
Furthermore, district courts would be able to take into account whether the code had been complied with when alcohol sales licences were being renewed, he said.
Source: Fiona Gartland, The Irish Times, 13/05/2009
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