The controversial Public Health (Alcohol) Act 2018 comes into force in November 2019. The Act makes significant changes to the advertising and marketing of alcohol products in Ireland.

Only certain provisions of the Act came into effect when it was passed last year, with the Act’s more controversial measures being introduced on a phased basis over a number of years. Two such measures, which will take effect from 12 November 2019, are the prohibition on alcohol advertising in certain places and the prohibition on advertising alcohol in cinemas.

1. Prohibition of Advertising in certain place

From 12 November 2019, it will be against the law to display posters, billboards, hoarding, placards or other signage, whether temporary or permanent advertising alcohol products and/or to distribute free of charge alcohol related merchandise :

• in a park, on public transport, at a train or bus stop,
• in a school, crèche or playground or within 200 meters of a  school, crèche or playground

This provision is likely to have a significant impact on outdoor promotional and marketing activity for alcohol products in Ireland.

1. Prohibition on Advertising in Cinema

From 12 November 2019, alcohol advertisements in the cinema will also be banned, except in the case of films with an 18 classification or in a licensed premises in a cinema.

A breach of these provisions is a criminal offence which can attract substantial fines and imprisonment. Accordingly if you are engaging in any marketing or promotional activity for alcohol products you will need to be careful not to offend the Public Health (Alcohol) Act 2018.

By Laura Fannin, Partner, Hayes solicitors, Dublin

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Experiential marketing group BEcause has expanded its reach into Ireland by joining with Dublin-based agency Imagine. The new partnership will see Imagine rebranded as BEcause Ireland from October 17th 2016.

BEcause has been established for more than 20 years in the UK and currently works with 15 of the world’s top 100 global brands to deliver award-winning work spanning all areas of brand experience. Major clients include the likes of Heineken, General Mills, British Gas and the UK Government.

Founded in 2005, Imagine is run by brothers Jonny and Paddy Davis. The agency currently works with a wide range of technology, automotive and FMCG clients on a mix of consumer and corporate events, and employee brand experiences. The agency has worked for clients including Renault, Dropbox, Deliveroo, Glanbia and NIVEA.

The new partnership will see the two agencies combine their strengths under the new BEcause Ireland brand, bringing together Imagine’s experienced local team and skillset with BEcause’s established practices and global network.

The move into Ireland strengthens BEcause’s position as a global brand experience specialist. It also gives the Dublin agency expertise in new Virtual Reality (VR) technology, based on BEcause’s success using VR to deliver high-profile campaigns for brands including Continental Tyres, Boursin and WWF-UK.

Sharon Richey, CEO at Because says: “We’ve been looking for like-minded partners to join the BEcause group since the start of 2016, and Imagine is everything we set out to find. There is a hugely tangible value exchange to be found in global independent agencies working together, making the most of each other’s strengths and different attributes. Working with like-minded founders is inspiring, and this partnership will be hugely beneficial to both parties and, most importantly, to our respective clients.”

Jonny Davis observes: “A partnership with BEcause is a perfect fit for us; we are culturally compatible, with shared passions and the same belief systems and values. We’re already working closely with the UK team on several live pitch opportunities, and we’re proud to be joining this growing global experiential network. We believe this move will allow us to deliver even bigger and better brand experiences for our clients.”

BEcause is looking for other partners across the globe to join its group, Richey says. “We are happy to share our creative assets, tools and working ways with the right agencies; those with similar values and DNA, and who want to leverage off the benefits of a networked group and fast track their growth,” adds Sharon Richey. “We are seeing a lot of real interest in our offering, and are currently in close talks with a host of potential international partners.”

To mark the new partnership, BEcause Ireland will be hosting its first experiential marketing masterclass for Irish-based brand marketers at The Marker Hotel in Dublin next month. More information and registration details can be found at www.becausexm.com/ire-masterclass-nov-2016

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