by John Harrington
A "pan-industry" code of conduct for marketing and selling alcoholic drinks with separate sections for suppliers, pubs and off-licences has been launched in Northern Ireland.
The voluntary code goes further than its equivalent in mainland Britain, where separate codes exist for drinks firms and pubs.
The code requires pubs not to run irresponsible promotions, such as drinking games or happy hours that run over a short period of time or involve heavy discounts. They must ensure staff are well trained and carry out vigorous ID checks.
Drinks companies must make sure their brands are not targeted at under 18s, and don't suggest a link with sexual or social success, while off-licences must ensure their staff are well-trained to check for ID, and must avoid positioning drinks near children's products.
The NI Drinks Industry Group, which represents the drinks companies that own 80% of brands sold in Northern Ireland, devised the code and its members have agreed to stick by it. The Federation of Retail Licensed Trade, which includes around 1,200 pubs, has agreed to abide by the edicts, as has the Northern Ireland Federation of Sports and Social Clubs, which has 600 venues. More than 50% of independent off-licences have also agreed to stick to the code.
"I believe that we're the first region that's taken a pan-industry approach," said NI Drinks Industry Group chief executive Frank Caddy. "The industry is becoming acutely aware that if we don't do it, it will be forced upon us." Last week, Portman Group Independent Complaints Panel chairman Paul Condon called for harmonisation between the on-trade and drink producers in England and Wales.