Advertising of alcohol may be restricted

Taoiseach wants measures to prohibit free bars and cheap drink being sold during happy hours

A series of legislative measures aimed at tackling alcohol abuse, particularly by the young, has been outlined by the Taoiseach.

Addressing the European Brewers Convention at the RDS in Dublin yesterday, Mr Ahern said among the measures proposed was a ban on alcohol advertising on television or radio before 10 p.m., on public transport and in cinemas where films for people under 18 are being shown.

A spokesman for the Department of Health said "preliminary work" was under way on the bringing forward of legislation on alcohol advertising and that heads of a Bill would be published "before the end of the year". It was, however, "very difficult to say" how long it would be before actual legislation would be introduced.

Mr Ahern also said it was "proposed to prohibit low-cost selling of alcohol products" through sales promotion devices such as happy hours and free bars. The Government intended pursuing a proposal through the European Commission, to place health warnings on alcohol products, he added.

However, the Irish Brewers Association which was hosting the conference, said it "would be very surprised if that ever happened".

"The basic product, when well made, is very good for you. It's the over-consumption that causes the problems, not the product itself," said the association's director, Mr Paddy Jordan.

Last night, the office of the EU Commissioner for Health and Consumer Protection, Mr David Byrne, confirmed it was looking at the role of so-called alco-pops and energy drinks in alcohol abuse by young people.

An official told The Irish Times yesterday that the European Working Group on Alcohol and Health was "concerned" at the speed and effectiveness of self-regulation by the drinks industry in addressing the issue of alcohol abuse. "If it's not working the group will look at regulatory measures." When pressed as to whether alco-pops might be banned, she said: "They are looking at it."

Dr Ann Hope, national policy alcohol adviser at the Department of Health, said alcohol consumption had been "going up steadily since 1990" to such an extent that Ireland had "a really wet culture when it comes to drink".

Irish people consume 11.4 litres of pure alcohol a head each year, up from eight litres a head a year in 1990. This increase has occurred while consumption levels has decreased in other EU states.

Dr Hope agreed with all the legislative measures being proposed but said they would be pointless if not rigorously enforced. She also said they should be brought in "as close together as possible".

She said the laws already in existence were not enforced with sufficient rigour.

"For instance, we have one law, which states a person should not be served alcohol if they are already drunk, which is not being enforced. If you were to ask me which is the top measure that would reduce alcohol related problems, that's the top one." Enforcing this would "cut right down" on the level of drunkenness seen on our streets, particularly at weekends, she said.

She also called for a reduction in the blood alcohol limit for driving. "We, along with the UK, are the only country where the blood alcohol limit is 0.8 [80 mg per 100 ml of blood\]. Everywhere else it's 0.5."

Her calls were rejected by the Vintners' Federation of Ireland, however. The federation's chief executive, Mr Tadg O'Sullivan, said it had been illegal for publican to serve drunk people alcohol since 1872.

"Anything that leads to the abuse of alcohol needs to be addressed, but if I get too drunk and fall over, I'm not going to go and blame someone else for selling it to me."