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	Criminal sanctions will be imposed for the first time for breaches of alcohol advertising, marketing and sponsorship under proposed legislation to be published today.</p>
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	The penalties will be outlined in the Public Health (Alcohol) Bill to be published by Health Minister Leo Varadkar after it was given the go-ahead by the Cabinet yesterday.</p>
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	The wide-ranging Bill, which is aimed at curbing the coun&shy;try&rsquo;s ongoing excessive abuse of alcohol, will make it an offence to advertise or market alcohol in a way which glamorises drink.</p>
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	Ads which suggest that alco&shy;hol can make someone better at sport or more sexually attractive will be banned.</p>
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	It means a television ad in the style of the famous Harp commercial &ldquo;Sally O&rsquo;Brien and the way she might look at you&rdquo; would probably not pass the test.</p>
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	It will also ban on-pitch com&shy;puter-generated advertising of alcohol as previously reported in the Irish Independent.</p>
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	The bill will ban all alcohol advertising near schools, play&shy;grounds and public transport. It will also be outlawed in trains, bus stations or bus shelters.</p>
<p>
	It will restrict ads to only giv&shy;ing specific information about the product and they cannot make it appealing to children.</p>
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	Warnings in relation to harmful effects of alcohol con&shy;sumption in general and during pregnancy will be included in all ads.</p>
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	A 9pm watershed for alcohol ads on television will be binding and this will be included in the Broadcasting Authority of Ireland code.</p>
<p>
	The Broadcasting Act 2009 will be amended to ensure that the Minister for Health is consulted on all health-related aspects of the code.</p>
<p>
	The traditional images of pub &lsquo;craic&rsquo; used to promote alcohol are under threat from proposed new advertising curbs.</p>
<p>
	Pub scenes may be included in ads but the messages they convey of the &lsquo;craic&rsquo; will be heavily scrutinised, particularly if young people who tradition&shy;ally feature are seen to give the impression alcohol is enhancing their social skills.</p>
<p>
	Other measures include:</p>
<p>
	&bull;The introduction of mini&shy;mum pricing, which will mean a bottle of wine cannot be sold for less than around &euro;8 and a can of beer for under &euro;2.</p>
<p>
	&bull;Warning labels on alcohol bottles and cans.</p>
<p>
	&bull;Health warnings on the dangers of drinking while preg&shy;nant.</p>
<p>
	&bull;The amount of pure alcohol in grams and the calorie count.</p>
<p>
	Bottles and cans will include a link to a new website by the HSE to provide public health information and advice on alcohol misuse.</p>
<p>
	The legislation will not in&shy;terfere with drinks companies&rsquo; sponsorship of games or pitch-side ads, but it is likely to have implications for international soccer or rugby tournaments held in Ireland.</p>
<p>
	It will be up to the next gov&shy;ernment to steer the legislation through the Oireachtas and face the drinks&rsquo; lobby.</p>
<p>
	<a href="http://www.independent.ie/irish-news/news/breaches-of-alcohol-sponsorship-and-ads-to-become-a-criminal-offence-under-new-law-34272397.html">http://www.independent.ie/irish-news/news/breaches-of-alcohol-sponsorship-and-ads-to-become-a-criminal-offence-under-new-law-34272397.html</a></p>
