Starting January 10th, the Public Health (Alcohol) Act’s Broadcast Watershed provision will limit the hours during which alcohol advertisements can be aired on TV and radio. This restriction is part of broader efforts to address the harmful effects of alcohol consumption in Ireland.

The Broadcast Watershed provision was initiated last November by then-Minister for Health Stephen Donnelly. Enacted in 2018, the Act aims to reduce alcohol-related harm in Ireland. To date, 28 out of 31 provisions of the Act have been implemented. Among the three remaining provisions, Section 13 regulates alcohol advertisement content, permitting only factual information. It also mandates the inclusion of health warnings and references to the Health Service Executive’s (HSE) alcohol information website.

According to a Department of Health spokesperson, the advertising regulations are being finalized in collaboration with the Office of Parliamentary Counsel. Once complete, the draft regulations will undergo EU Commission assessment and notification under the World Trade Organization (WTO) process.

Section 18 of the Act will further restrict alcohol advertisements in print media sold in Ireland to minimize exposure.

Meanwhile, Independent Dublin City Councillor and former Lord Mayor Christy Burke has criticized a Rockshore lager advertisement featuring Boyzone singer Ronan Keating. Burke has called for its removal, claiming it glamorizes alcohol consumption.

The festive campaign by Rockshore, owned by Diageo, features Keating singing a reworked version of the Christmas classic It’s the Most Wonderful Time of the Year, changing the lyrics to “It’s the most wonderful time for a beer.”

Cllr Burke argues that using a well-known figure like Keating promotes drinking as “cool,” which could influence younger audiences. “Ronan Keating is an idol to many, including children and young people, who will take notice. Glamourizing drinking, especially during a time like Christmas, is inappropriate and sends the wrong message,” he said.