Mature Enjoyment of Alcohol in Society

The MEAS Code of Practice on the Naming, Packaging and Promotion of Alcoholic Drinks


MEAS no longer administers the MEAS Code of Practice. MEAS has called on Government to introduce a single statutory code that addresses promotional activity by all retailers of alcohol, backed by Section 17 of the Civil Law (Miscellaneous Provisions) Act 2011.

Details of the MEAS Code are recorded here for information purposes.


The MEAS Code of Practice requires drinks producers, distributors and licensees to ensure that alcohol is sold and promoted in the on and off-trade in a socially responsible manner and only to those 18 years and over.

A product might contravene the Code if its name, packaging, or marketing:

  • Does not make it clear that it’s an alcoholic drink
  • Appeals particularly to under 18s
  • Emphasises the alcoholic strength unduly
  • Links the product with illicit drugs
  • Associates the product with sexual success
  • Suggests bravado, violence, aggressive, dangerous or anti-social behaviour
  • Makes you think that drinking it will help you become popular or successful
  • Encourages illegal or irresponsible drinking, such as binge drinking or drink driving
  • Use images of people under 25
  • Suggests it can improve your mental, sporting or physical performance
  • Uses words that can cause confusion with popular drinks which are non-alcoholic.

Download the MEAS Code of Practice (428k pdf)

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