No Action To Be Taken Over Centra Children's Allowance Beer Offer

Centra’s parent company have announced that they will not be sanctioning four Dublin stores for running offers of low-price alcohol targeted at Child Benefit recipients, simply describing it as an “error”.

The four outlets ran a promotion offering a range of food and beer, linking it to yesterday's receipt of the Children's Allowance.

They were ordered to remove the advertisements yesterday as Centra apologised for the blunder.

But the Advertising Standards Authority of Ireland will not investigate the stores, nor will Musgrave Group, which owns Centra, sanction them.

The Centra shops involved were in Fairview and East Wall in north Dublin, Kilcoole in Wicklow, and Tullamore in Offaly.

They distributed flyers headlined "Children's Allowance Day Deals" and featuring a range of price promotions, including a three-day deal on bottles of Miller and Budweiser. A case of Miller beer was promoted for €15, or 75 cents a bottle, while two cases of Budweiser beer were on offer for €25.

The Advertising Standards Authority of Ireland said it had not received any official complaints yesterday afternoon, and therefore would not be taking any action.

The parent company said stores occasionally carried out local marketing activity independent of national advertising strategies.


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