Alcohol Advertising in Ireland: The Challenge of Responsibility and Regulation

Patrick Kenny, Dublin Institute of Technology
Gerard Hastings, University of Stirling

Document Type Book Chapter


Alcohol is no ordinary commodity. While it is a regular part of a balanced social life for many people, for others alcohol can lead to a myriad of serious side effects and social problems, including addiction, illness and death. The issues surrounding alcohol advertising, and their regulation, are deeply controversial. The alcohol industry maintains that its extensive advertising and marketing campaigns operate only at the level of brand preferences, while critics of the industry argue that alcohol advertising contributes to higher overall levels of alcohol consumption. This chapter reviews the empirical evidence on both sides of the debate and presents an overview of current regulations governing alcohol advertising practice in Ireland.