- The law
- Public Health (Alcohol) Act 2018 sections 11 and 23; Sale and Supply of Alcohol Products Regulations 2020 (S.I. No. 4 of 2020) regulations 3 to 6; ASA Code section 9
- Who enforces it
- Health Service Executive (HSE) Environmental Health Service; Advertising Standards Authority (ASA, formerly ASAI) for the Code
- Penalties
- Up to €250,000 or 3 years in prison on indictment for the price promotion and minimum price offences; the ASA can have an email withdrawn or changed.
What it means for your email
- You can't advertise alcohol free or cheaper when someone buys other alcohol, or any other product or service. So no "buy one get one free", "2 for €X" below the single price, or free wine with a meal.
- You can't advertise a lower alcohol price that lasts 3 days or less, such as a happy hour, flash sale or one-day deal.
- Loyalty points can't be earned on alcohol or spent on it, and the value of alcohol can't count towards spend-and-save vouchers. Advertising these offers is an offence too.
- You can't advertise alcohol at a price below the legal minimum of €0.10 per gram of alcohol.
- The ASA Code covers emails. Anyone shown must be over 25 and look it, the email should carry a responsible drinking message, and it must not suggest alcohol brings social, sexual or sporting success.
- Prize promotions involving alcohol must say entry and prizes are limited to adults aged 18 or over.
Do
- Send alcohol emails only to subscribers you have good reason to believe are 18 or over, for example from an age check at sign-up.
- Run price cuts for longer than 3 days, measured against the price charged the day before.
- Check every promoted price against the minimum price for that product before sending.
- Include a message urging responsible drinking.
Don't
- Don't advertise multi-buys, bundles or "free with purchase" deals that include alcohol.
- Don't offer loyalty points or points-based discounts on alcohol.
- Don't show drinking games, large rounds, regular solo drinking or anything that makes immoderate drinking look appealing.
- Don't make health claims or present stronger drinks as better.
Good to know
- From 16 March 2028, discounts on alcohol given for holding a loyalty card or being a member of a loyalty scheme or club will also count as reduced-price offers (S.I. No. 483 of 2026, in force 18 months after it was made on 16 September 2026).
- The parts of section 13 of the Act that will require health warnings in alcohol ads and limit what they may contain (subsections 2, 3 and 7 to 11) have not yet been commenced. Health warning labels on products (section 12) are now due on 3 September 2028.
- The HSE guidance says the price promotion rules apply to online sales on Irish websites.
- The ASA Code is self-regulation. The ASA takes account of the voluntary Alcohol Marketing, Communications and Sponsorship Codes of Practice when judging complaints.
Sources
- Public Health (Alcohol) Act 2018 (Irish Statute Book)
- Public Health (Alcohol) Act 2018: commencement and amendments (Irish Statute Book)
- S.I. No. 4/2020 - Public Health (Alcohol) Act 2018 (Sale and Supply of Alcohol Products) Regulations 2020 (Irish Statute Book)
- S.I. No. 483/2026 - Public Health (Alcohol) Act 2018 (Sale and Supply of Alcohol Products) (Amendment) Regulations 2026 (Irish Statute Book)
- Public Health (Alcohol) Act 2018 (Sale and Supply of Alcohol Products) Regulations 2020: Guidance for Industry (Department of Health and HSE)
- Alcoholic Drinks - ASA Code (Advertising Standards Authority)
- Scope & Application (Advertising Standards Authority)
Researched by Mailfois · 2026/27 edition · checked 20 October 2026
Not legal advice. This is a plain-English summary. Check the sources for anything specific, or take professional advice. Spotted something out of date? Email [email protected] and we'll credit you if you'd like.