RRAI Code Implementation

The information displayed below is for informative purposes only. Should you wish to print the RRAI Code Implementation for in-store staff briefing, please click here to download a suitable pdf.

1. Display of the Code

The laminated copy of the Code sent to every participating retailer must be placed in a conspicuous space, in clear sight of every customer who visits the store.


In larger stores a number of laminated copies may need to be displayed.

The laminated copy represents the commitment of the licence holder to implement the standards of the Code and abide by its provisions. It alerts customers to the standards which they are entitled to expect. We have provided space on each laminated copy of the Code for each store to attach a printed label with the name and address of the licence holder. It is essential that this is correctly filled in, especially in the event of a customer complaint. In addition the address and website details of the RRAI will be preprinted on each laminated copy of the Code.
2. Display of Alcohol
Where possible the display of alcohol products should be in an area of the store that customers do not have to pass through in order to gain access to other beverages and food products. Ideally they should for security reasons where such products are displayed behind a counter, but not in a window.

In as far as possible they need to be separate from other beverages and food products.
3. Advertising of Alcohol
In-store advertising of alcohol products should be confined to the area in which alcohol products are displayed. It should not be placed in windows or at internal locations where the intention is to display the product to people outside the store. Advertising (point of sale) materials produced by retailers must not:
  • Be aimed at minors.
  • Seek to glamorise alcohol consumption.
  • Encourage excessive consumption.
4. Sale of Alcohol
The sale of alcohol products is permitted only between 10.30am and 10.00pm on weekdays & Saturdays and between 12.30pm and 10.00pm on any Sunday or St. Patrick’s Day (sales are not permitted on Christmas Day and Good Friday).

Alcohol products will be sold only at clearly designated check-out points by persons over the age of 18 years.

Check-out points at which alcohol products are sold, or alternatively the display area, will be monitored by CCTV. The sale of alcohol products by unsupervised self-service means is not permitted.

The sale of alcohol products on a “pay-on-delivery” basis is not permitted.
5. Proof of Age
Production of a proof-of-age document must be demanded in all cases where the customer appears to be under the age of 21 years or otherwise where there may be a doubt about his or her age.

The Garda Age Card is the preferred proof-of-age document.
6. Staff Training
Store Managers and/or Licence Holders will ensure adequate training of staff members engaged in the display and sale of alcohol products and, in particular, ensure that such staff members have an adequate knowledge and understanding of the relevant areas of licensing law and of the Voluntary Code of Practice.
7. Independent Audit
A national independent audit will be carried out under the auspices of the RRAI for verification of compliance with the Voluntary Code of Practice. This audit and verification process will be carried out on an annual basis. The Code will be up-dated from time to time. The outcomes of the annual audit will be included in the independent Chairperson’s report to the Minister of Justice, Equality and Law Reform. The first report on Code compliance will be made to the Minister of Justice, Equality and Law Reform by the independent Chairperson in September 2009.

Latest News

Publication of the RRAI Independent Chairperson's 9th Annual Compliance Report

(06 Oct 2017)
To review the RRAI 9th Annual Compliance Report in "pdf" please click here to view the document.

Publication of the RRAI Independent Chairperson's 8th Annual Compliance Report

(12 Oct 2016)
To review the RRAI Independent Chairperson's 8th Annual Complianec Report in "pdf" please Click here to view the document.

Publication of Independent Chairperson's 7th Annual Compliance Report

(05 Jan 2016)
Publication of the Independent Chairperson's 7th Annual Compliance Report

© 2017 Responsible Retailing of Alcohol in Ireland

  • C/O 84-86 Lower Baggot Street, Dublin 2, Ireland 
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  • Email: info@rrai.ie