Regulations on the marketing and advertising of alcohol in Ireland are ineffective in reducing the pressure put on young people to drink, according to a major new European report.
Under the system of self-regulation in force, the emphasis is on complaints received rather than compliance with regulations, with the assumption being that fewer complaints received means greater compliance rather than a lack of interest by the public, the report by the EU Commission-funded Elsa project says.
Advertising codes can prohibit certain factors and advertisers can comply with the restrictions, but the codes cannot legislate for the ways in which drinks advertisements are interpreted and perceived by young people, it says.
"As long as alcohol advertising is appealing to young people through humour, animation, bright colours and music, reinforcing the link between drinking and socialisation and being accepted by peers, the codes will be ineffective in terms of reducing the pressure put on young people to drink."
Alcohol Action Ireland yesterday responded to the report by calling for a ban on alcohol advertising on television before 9 pm and the creation of an independent monitoring body to scrutinise drinks advertising.
"Ireland is awash with drinks advertising, as anyone watching the rugby world cup might notice," commented AAI's director, Marion Rackard. "Much of it is directed at young people, who are at particular risk."
While average alcohol consumption has been decreasing across the EU, the proportion of young people with "risky" consumption habits has increased, the report says. About 10 per cent of female deaths and 25 per cent of male deaths among 15-to-29-year-olds are alcohol-related.
"The more you drink at a young age, the more harm you do. Young people who start drinking before the age of 15 are four times more likely to become dependent on alcohol," Ms Rackard said.
France had reduced alcohol-related harm since banning all drinks advertising on television, and the Netherlands and Finland were moving towards post-9 pm bans, she said.
Meas (Mature Enjoyment of Alcohol in Society), an industry-funded group, declined to comment until it had seen the report.
Alcohol advertising is regulated by the Advertising Standards Authority of Ireland (ASAI), which has seen a decrease in complaints in recent years. It has no power to impose sanctions for breaches of its code.
