The Joint Industry Code for the Responsible Promotion and Retail of Alcohol in Northern Ireland(2012) was launched on the 23rd May 2012 followed by a three month period of adjustment to allow the industry to adapt to the new measures. The Code came into force on 1st September 2012. The Second Edition came into force on 31st July 2014 and the Third Edition came into force on 1st April 2018

The Joint Industry Code for the Responsible Promotion and Retail of Alcohol in Northern Ireland (2012) has been produced on a voluntary basis and outlines the basic standards expected of those involved in the production, promotion, retail and service of alcohol inNorthern Ireland. It looks to promote best practice, to prevent alcohol being irresponsibly promoted or sold, and offers clear and measurable standards. It applies across the industry including the on and off trades. With complaints about producers referred to the Portman Group in the first instance, this Code will cover any other complaints that do not fall within the Portman Group’s remit.

Whether a particular promotion is irresponsible will often depend on its context and how it is managed. For example, a promotion which offers 3 drinks for the price of 2 may be responsible if it is served to a group of 3 friends, but could be irresponsible if served to 1 individual. In all cases it will be up to the promoter to demonstrate that the promotion is responsible, for example, by including a message such as “share with your mates”, and staff monitoring.

If a person feels a promotion is irresponsible in the context of the Responsible Retailing Code NI they can make a complaint to the Independent Complaints Panel that oversees the Code.