Ireland Plans to Ban Alcohol Discounts Linked to Supermarket Loyalty Cards
Dublin: The government is preparing to introduce changes to Ireland’s alcohol legislation that would prevent supermarkets from using loyalty schemes to offer discounts or rewards on alcoholic drinks.
Health Minister Jennifer Carroll MacNeill is understood to be progressing a statutory instrument to amend the Public Health (Alcohol) Act 2018, closing a gap that has allowed alcohol discounts to be linked to supermarket loyalty programmes.
The proposed measure has been welcomed by public health campaigners, including Alcohol Action Ireland (AAI), which has long called for stronger controls on the sale and promotion of alcohol. The 2018 Act already provides a framework covering alcohol pricing, marketing, availability and the sale and supply of alcohol products.
Under the proposed changes, retailers would no longer be able to offer a lower alcohol price or loyalty-card benefit solely because a customer is a member of a supermarket loyalty programme.
The new rules are expected to come into force in March 2028, subject to the required legislative and regulatory procedures.
Supermarkets Offering Alcohol Loyalty Discounts in Scope
The proposed restrictions would apply to supermarkets and other retailers that currently link alcohol discounts or rewards to customer loyalty schemes.
Aldi would not be directly affected at present, as it does not operate a loyalty programme offering customers discounts on beer, wine or spirits.
Retailers covered by the new rules would also be prohibited from awarding loyalty points on qualifying alcohol purchases if the proposed regulations are introduced in their current form.
The measure is intended to ensure that loyalty programmes cannot be used to circumvent the wider objectives of Ireland’s alcohol-control legislation.
Rise in Off-Licence Sales
The changes come amid wider concerns about the availability and pricing of alcohol in Ireland.
A Department of Health report has highlighted a significant change in the retail alcohol market, with the number of pub licences falling by approximately 20 per cent between 2003 and 2021, while the number of off-licence outlets increased substantially over the same period.
The growth of off-licence sales has also increased the availability of alcohol outside traditional pubs and licensed premises.
During the Covid-19 pandemic, off-licences were permitted to continue operating as essential services while pubs and bars were closed, further highlighting their role in the retail alcohol market.
The government has previously introduced restrictions on alcohol promotions and pricing as part of the implementation of the Public Health (Alcohol) Act. The legislation includes measures such as minimum unit pricing and restrictions on alcohol advertising and promotion.
Alcohol Action Ireland Welcomes Proposed Change
Alcohol Action Ireland has welcomed the proposed move to close what it describes as a loophole in the existing legislation.
The organisation has argued that loyalty schemes can undermine the intention of alcohol-control measures by allowing retailers to provide preferential prices or rewards to members.
AAI has also called for the full implementation and enforcement of the Public Health (Alcohol) Act, noting that a number of provisions have been introduced gradually since the legislation was enacted in 2018.
Health Warning Labels Also Delayed
The Government is separately implementing health information labelling requirements for alcohol products.
The measures include warnings about the health risks associated with alcohol consumption, including the link between alcohol and cancer. The labelling provisions form part of the wider Public Health (Alcohol) Act framework.
The planned labelling requirements have faced delays, with the Government citing concerns about the impact on businesses and trade.
Alcohol Action Ireland has criticised the delay, arguing that health warnings are an important part of informing consumers about the risks associated with alcohol.
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