A new ban on alcohol advertising during sporting events in Ireland came into force this month, which some have compared to France’s Loi Evin.
In France, since 1991, there has been a complete ban on alcohol sponsorship of sporting events, which is called the Loi Evin, after Claude Evin, who was the minister of Health at the time when the law was proposed to Parliament.
Now, 30 years later, Ireland has imposed something similar, with the prohibition of alcohol advertising in or on a ‘sports area’ during a sporting event.
Taking effect on 12 November, the new law is part of the Irish Government’s efforts to reduce the alcohol consumption under the country’s Public Health (Alcohol) Act 2018.
A range of measures come under this act regarding the availability, price, marketing, labelling and advertising of alcohol, which have been gradually implemented since November 2019.
Two years on, under Section 15 of the Act, there are new restrictions, which, according to the Alcohol in Moderation (AIM) digest for November, include:
- A prohibition on alcohol advertising in or on a sports area during a sporting event; though alcohol branding may be used on players’ clothing.
- A complete prohibition on alcohol advertising at events aimed particularly at children, or at events in which most participants, or competitors, are children.
- A ban on alcohol sponsorship of events aimed at children, events at which most participants, or competitors, are children.
- A ban on alcohol sponsorship of events involving driving or racing motor vehicles.
According to Irish law firm Matheson, Section 15 of the Act has been compared to the French Loi Evin, which enforces a complete ban on alcohol sponsorship of sporting events in France.
The Cork-based company noted that a contravention of the new restrictions is an offence for which there are severe penalties, including a fine of up to €250,000 and / or up to three years imprisonment.
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