End To Irresponsible Drinks Promotions

Licensees across Northern Ireland have been reminded that the new industry code on drinks promotions comes into full force on the 1st September.

The Joint Industry Code for the Responsible Promotion and Retail of Alcohol in Northern Ireland (2012), aimed at bringing an end to irresponsible drinks promotions which encourage the excessive consumption of alcohol, will come into full force at the weekend after a three month adjustment period following the official launch in May. The code has the backing of all sectors of the drinks industry as well as Social Development Minister, Nelson McCausland.

At the launch of the code, Social Development Minister, Nelson McCausland, said: "I have been concerned for some time about the way in which alcohol is promoted and marketed, in particular promotions involving very cheap alcohol and its availability to young people. I have been encouraged by the attitude of some of the bodies representing the drinks industry, who have been working to develop this Joint Industry Code.

"I very much welcome the opportunity to work with the drinks industry to end irresponsible drinks promotions which encourage excessive consumption of alcohol."

Overseeing the implementation and enforcement of the code from September is an independent complaints panel chaired by former assistant chief constable, Duncan McCausland, and a number of independent professionals with extensive knowledge and experience in the alcohol, health, education and enforcement sectors. The body is responsible for the enforcement of the code through handling complaints and carrying out investigations into any licensee deemed to be in breach of the terms of the agreement. The panel will make its findings publically available and a statement will be issued to the press if it finds against a licensee.

Duncan McCausland, Chair of the independent complaints panel overseeing the code, said: "Following the launch in May, we have been working to familiarise the industry with the code and the possible consequences if it is breached. Now that the adjustment period is over, the independent complaints panel will move forward with its full implementation across Northern Ireland.

"I have been very encouraged with the positive approach taken by the industry and its willingness to work with other key stakeholders and the larger community and hope that the roll out of the code will confine irresponsible drinks promotions to the past."

(CD/GK)