Calling Time on Alcohol Advertising in Ireland

The mere mention of Guinness in Ireland prompts many people to recall their favourite ads from the brewery's vast repertoire. Nostalgia abounds when consumers discuss the virtues of the 1970s masterpiece Island and the ungainly dancing of Joe McKinney in 1994s Anticipation. For many, the Christmas countdown does not commence until the bell tolls at the start of one of Guinness's most loved productions. Like the brand behind them, these ads and many others from its competitors are an integral part of Irish culture, a lens through which societal norms and their evolution can be examined. However, the days of alcohol advertising in Ireland might well be numbered. While seen as a victory for those concerned about the health and societal harm caused by excessive alcohol consumption, it is expected that the Public Health (Alcohol) Act 2018 will severely curtail the creative possibilities of advertising, sponsorship and promotion in the sector. In order to gain an insight into a world without alcohol advertising and promotion, the Irish might look to France where it has been on the margins since the introduction of the Evin Law in 1991. Its enactment saw alcohol ads disappear from television and cinemas, and the sponsorship of cultural and sporting events was outlawed. Meanwhile, the law has motivated many brand managers marketing alcohol in France to implement strategies that circumvent the stricter laws without breaking them. This chapter considers what it might mean to Irish culture and revered brands such as Guinness if alcohol advertising is relegated to the margins, just as it was in France.