Madam, – Dr Michael Loftus (January 29th) calls for a ban on alcohol advertising along the lines of that in place in France in response to underage drinking and the more general societal problem of alcohol misuse. In addition, he claims no action has been taken in Ireland to control alcohol advertising and promotions.
On behalf of the drinks industry I wish to set the record straight.
First and foremost, alcohol misuse is not in the interests of our industry. Aside from the personal devastation it has on individuals and families, sustained alcohol misuse only leads to further challenges and restrictions and threatens the long-term sustainability of our industry.
Contrary to Dr Loftus’s claim, the drinks industry is already subject to stringent advertising regulations. In 2003 Central Copy Clearance Ireland (CCCI) was set-up as an independent organisation to pre-vet all advertising content of alcohol drinks. CCCI ensures that no media — print, broadcast, outdoor cinema or internet — can accept advertising for any drinks brand unless fully cleared in advance. This has resulted in the virtual elimination of complaints about the content of alcohol advertising.
We have also signed up to a wide-ranging new Voluntary Code of Practice for Alcohol Advertising Placement and Sponsorship, agreed with the Government 12 months ago. The specific objective of the Code is to reduce the exposure of young people to alcohol advertising by placing strict limits on the number of ads that run on TV, radio, in cinemas, online and in the press.
These codes are far more effective than inflexible regulations which can only control domestically broadcast advertising, leaving satellite channels and digital media untouched. Unlike in France, half of the broadcasts watched in Ireland come from outside this jurisdiction and are untouchable by Irish law. The voluntary code to which we subscribe does, however, cover all advertising targeted at the Irish market, regardless of the origin of that advertising.
Those who propose quick-fix solutions – such as advertising bans – as an immediate remedy to alcohol misuse in Ireland, should also be aware that those countries with the most restrictive, prohibitive approach to the sale and advertising of alcohol (the Nordic countries spring to mind) also suffer significantly from binge-drinking and alcohol misuse.
Only by addressing the problem in partnership between Government, health agencies, the drinks industry and other stakeholders can we continue to address alcohol misuse in Ireland. – Yours, etc,
Madam, – Minister for Health Mary Harney writes (Opinion, February 5th) comments that “more effort will be needed to address worrying trends in lifestyle among Irish young people and adults”, including excess alcohol consumption.
Would it be fair to remind the Minister that she has broadly ignored her own Department’s Alcohol Strategy Taskforce recommendations which called for restrictions on advertising and sponsorship by the drink industry? The time is long overdue for the Minister and her Oireachtas colleagues to stand up to the drink industry for the long-term benefit of our people’s health. – Yours, etc,