The magazine was designed to offer "wholesome Irish Catholic fare" to challenge the appearance of British newspapers in Ireland like the News of the World (which were denounced as "scandal-sheets" that lowered the moral tone of late 19th century/early 20th century Ireland).
Ireland's Own saw its role as projecting an image of Ireland free from "alien" influence, hence a content free from anything perceived as "scandalous" or "anti-Catholic".