The use of visible Guinness branding inside the Aviva Stadium during Ireland’s Six Nations match undermined new watershed laws, according to Alcohol Action Ireland.

Legislative measures designed to reduce the amount of alcohol advertising seen by children in particular recently came into effect under the Public Health Alcohol Act.

CEO of Alcohol Action Ireland Doctor Sheila Gilheaney told Newstalk Breakfast that Guinness rugby advertisements during the recent Six Nations match undermined these new regulations.

“You’re not supposed to broadcast alcohol advertising before nine pm,” she said.

“That actually only came into play on the 10th of January this year - so a long time after it was originally passed but it has actually come into play.

“And what we see now in the first few weeks of this year is saturation alcohol advertising being broadcast via the Six Nations Rugby Championships.”

Aviva Stadium, Dublin, Ireland: Six Nations International Rugby, Ireland versus England. Image: Action Plus Sports Images / Alamy. 1st February 2025.

Dr Gilheaney said even 0.0% ads should not be allowed as they are still promoting an alcoholic brand.

“In relation to the references on the pitch, most of these are for 0.0 alcohol products but we would contend that actually what’s being shown there is the actual alcohol brand itself,” she said.

“That’s a contravention of another part of that Public Health Alcohol Act, which says that there shouldn’t be alcohol branding being shown on the pitch on the field of play during a sports match.”

New legislation

According to Dr Gilheaney, this issue may require a change in legislation as brands could argue it is unfair that they cannot advertise alcohol free products.

“If it does require a change in legislation then we would be very happy to see that,” she said.

“The previous Minister for Health, Stephen Donnelly, did decry this as a very cynical practice and said that he was going to ask his officials in the Department of Health to look at that.

“If it needs a change in legislation so be it, that would be fine.

"Because I think anybody looking at the absolute saturation levels of alcohol marketing during rugby would agree that what is being advertised here is... Guinness.”

Dr Gilheaney said that while you may not consciously notice the advertising, these messages can be absorbed without a person being aware of it.

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Main image: Six Nations International Rugby, Ireland versus England. Image: Action Plus Sports Images / Alamy. 1st February 2025.