The poster referred to the following:
“Liz Delaneys presents
Pt Heineken €3
Pt Coors €3
Long Neck Bottles €3
On presentation of a social welfare card or bus pass
All Day and Night every Wednesday”
The complainants, Alcohol Action Ireland, considered the advertising to be in breach the Alcohol Sections of the Code insofar as the advertisers were being socially irresponsible, exploiting, the young and immature and promoting excessive consumption.
The advertisers said that with the ever increasing competition in their industry they had been running a value based promotion. They did not understand how they were exploiting the young or immature, as this had not been a multiple purchases promotion. They also said that there were other pubs selling alcohol at cheaper prices than they were.
The Secretariat then asked the advertisers for specific comments in relation to Section 2.2 of the Code and the fact that marketing communications should be prepared with a sense of responsibility to consumers and society.
The advertisers said that as previously pointed out they were selling alcohol at higher prices than some of their competitors.
The Complaints Committee considered the detail of the complaint and the advertisers’ response. The Committee noted that the advertisement had offered reduced price drinks on a whole day and night basis to those in receipt of social welfare.
The Committee were concerned that the advertisement had been directed at a potentially vulnerable group in society. They were also concerned that there was no limit on the amount of drink available at the promotional price given the reference to “all day and night”. In the circumstances they did not consider that the promotion had been prepared with a sense of responsibility to society. In addition, they considered that it could encourage immoderate or irresponsible drinking. The Committee found the promotion in breach of Sections 2.2 and 7.7(a) of the Code.
The promotion should not run in its current form again.