Jameson is facing criticism from health experts this week in relation to its latest advertisement ahead of St Patrick’s Day.
Jameson's new campaign focuses on the classic Jameson Ginger and Lime concoction, and uses the tagline ‘Jameson Ginger and Lime this St Patrick’s Day… or any day.’
The billboards are up across the country for everyone to see, 24/7, says RTE host Joe Duffy, and so he spoke to a number of health experts who have given their opinions on the topic.
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Professor Frank Murray and Dr Sheila Gilheany voiced concerns over the message being visible to young people and heavy drinkers.
Professor Frank Murray, Consultant of Haematology and Gastroenterology told the Liveline host: "I think there is a lot to criticise on a number of fronts.
"One is that exact point" - that it is potentially the first hard liquor to be associated with our national holiday - "and another is the idea that you should be drinking alcohol every day.
"That ad is sending out a very poor message."
Joe Duffy asked the health professional if he thinks the ad should be removed and he said: "I think there should be no advertisement of alcohol products at all. I think it is very bad.
"It’s the tip of the iceberg because we live in a country where we are overwhelmed by marketing and the promotion of alcohol...
"Children know more about alcohol brands than they do about most other brands because the marketing is so pervasive, so I do think this ad is the tip of this iceberg."
Professor Murray went on to say that he believes these advertisements influence younger generations to start drinking earlier, resulting in a higher chance of them becoming "problem drinkers".
He also highlighted that recovering alcoholics in Ireland are being "bombarded" with these advertisements which "threaten" their recovery.
Dr Sheila Gilheany, CEO of Alcohol Action Ireland, backed Professor Murray’s points and said they have been trying to point out the issue of Ireland’s marketing strategies when it comes to alcohol.
She concluded: "The marketing of alcohol is one of the key drivers of alcohol use in Ireland."
A spokesperson from Jameson told the Irish Mirror: "The responsible consumption of alcohol is, and always will be, something that we at Irish Distillers take incredibly seriously.
"All of our advertising campaigns adhere to responsible drinking marketing codes and advertising laws in Ireland".
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