A proposal to impose a 9pm watershed on alcohol advertising on television and radio is “full of contradictions” and if implemented would leave the Irish media sector at a competitive disadvantage, according to advertisers and broadcasters.
Drinks companies, the wider advertising sector, and media owners including RTÉ are concerned that measures due to be put forward by Minister of State for Health Alex White will include legislating for a watershed, after a ban on advertising alcohol after 9pm was recommended in the report of the National Substance Misuse Strategy Steering Group last year.
“The problem with watersheds is that they would only apply to Irish media,” said Paul Mulligan, head of operations at RTÉ Television. “But a large proportion of the television consumed in Ireland is not generated in this marketplace. While the intention is laudable, unless there is European legislation you cannot control the media.”
Drinks advertisers would simply find other ways to reach consumers, he said. At present, the only time-related restriction on alcohol advertising is a voluntary agreement by media owners not to broadcast alcohol ads during breakfast time, which is defined as 6am-10am.
Source: Laura Slattery, Irish Times, 11/03/13
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