Simon Harris (Wicklow, Fine Gael) | Oireachtas source

Certainly not the beer can. It is recognising that there are many very well-paid people working in advertising and creative concepts. I was told recently that one of our largest drinks companies does not have the ingenuity to change one of its advertisements at Christmas time. I never heard the like of it. We need to consider the digital marketing departments of these companies. People can modify ads. As Senator Higgins said more eloquently than I, this is not an absurd concept. We do it in respect of much. Senator McDowell raised the point about the very fast thing at the end of the financial ads and how effective it is. The Broadcasting Authority of Ireland, BAI, will be responsible for this. People will have three years after commencement, which is plenty of time for advertisers to understand it and use their creativity within the new requirements. From a primary legislative point of view, we are putting the restrictions in place. How they are implemented is a matter for advertisers to satisfy. There could be a variety of ways in which they could do it and we do not to prescribe for that in primary legislation. We do, however, need to set the overall principal objective. I have no doubt that it is not beyond their ingenuity.