Alcohol Action Ireland has called for ad bans to be extended to non-alcoholic drinks following the advertising of Guinness 0.0% during the Six Nations.

A ban that was implemented in January means no advertisements for alcohol products can be broadcast on television between 3am to 9pm and on radio from 3pm until 10am the following morning.

It will protect children from “predatory marketing of the alcohol industry”, according to Alcohol Action Ireland.

On Lunchtime Live, the group’s CEO Dr. Sheila Gilheany said that 0.0% ads are used to still promote alcohol brands.

“What we have seen since these regulations came into play is an absolute outpouring of 0.0% alcohol advertising,” she said.

“Except that what we’re seeing is that what’s really being advertised is the brand, which is say Guinness or Heineken.

“What we see is identical branding to the master brand.”

Main image: Guinness 0.0 non-alcoholic beer. Image: mark phillips / Alamy. 14 February 2023