The Joint Industry Code for the Responsible Promotion and Retail of Alcohol in Northern Ireland (2012) is aimed at bringing an end to irresponsible drinks promotions which encourage the excessive consumption of alcohol, and has the backing of all sectors of the drinks industry as well as Social Development Minister, Nelson McCausland.
“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,” said McClausland.
“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.”
The implementation and enforcement of the code will be overseen by 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.
Colin Neill, chief executive of Pubs of Ulster, the representative body for Pubs in Northern Ireland, said: “Pubs of Ulster has been engaged in a series of workshops across Northern Ireland since the code was launched in May, each designed to brief the industry on the code and the potential consequences of any breach.
“We believe irresponsible drinks promotions have no place in our industry and will provide members with on-going support and advice to ensure they do not accidently breach the code.”
A copy of The Joint Industry Code for the Responsible Promotion and Retail of Alcohol in Northern Ireland can be found at www.responsibleretailingcodeni.org