How it Works

CCCI was developed by the drinks and advertising industries as a positive response to the concerns of the Department of Health and Children about the content of some advertising and its appeal to children (i.e. under 18's). The model developed for CCCI demonstrates how self-regulation in the area of alcohol advertising can work effectively.

Each individual piece of advertising is pre-vetted. This can be copy, images or even concepts. The vetting, often at all stages of its production, is done by 2 managers who are experienced in the advertising industry. Prevetting applies to all alcohol advertising that is designed to run in the Irish marketplace. Alcohol advertisements by retailers which are solely price-based do not need to be pre-vetted.

CCCI is run by a board of 9 directors, 4 advertisers nominated by the Association of Advertisers in Ireland and 4 advertising agency personnel nominated by the Institute of Advertising Practitioners of Ireland, their representative body. Professor Tony Meenaghan from UCD is the Independent Chairman.

When the advertisement is completed, it must be submitted to CCCI for final approval at which stage a final approval clearance number is issued. (Please note that prior acceptance by CCCI of material submitted is merely an indication that the completed advertisement is likely to comply with the codes. Because there may be considerable differences between a script, the early development stages of an advertisement and the finished production, final approval is a requirement.

All material submitted to CCCI will be dealt with on a strictly confidential basis. However CCCI reserves the right to discuss submissions with organisations such as the ASAI, the BAI and media owners where appropriate.