A ban on alcohol ads on TV before 9pm will come into effect in 2025, the Department of Health has confirmed.
The Department said the ban will be in effect from January 10th, 2025.
No alcoholic products will be advertised on television between 3am and 9pm, while ads will be banned on Irish radio on weekdays between 3pm and 10pm the following morning.
The watershed is part of plans introduced in the Public Health Act 2018, with the measures being implemented on a phased basis.
“The evidence is consistent that the advertising of alcohol products increases the likelihood that young people will start to drink alcohol or, if they are already drinking, to drink more,” a Department spokesperson said.
Alcohol Action Ireland (AAI) CEO Dr Sheila Gilheany said the watershed is an important step to reducing alcohol consumption.
“Right now, Diageo is the number four broadcast advertiser to children,” she said.
“So having a threshold before which you wouldn’t see alcohol advertisements is actually a really important thing in trying to reduce the exposure of children to alcohol, as well as the broader population as well.”
Alcohol advertising
A 2021 survey by AAI and Ireland Thinks found 70% of Irish people supported stopping alcohol adverts from being shown on TV before 9pm.
A further 68% supported restrictions to limit what advertising children see and hear, while 66% backed stopping alcohol adverts from being streamed on social media channels.
Ireland will also be the first country to introduce comprehensive warning labels on alcoholic products, detailing the calorie content and health risks.
