IMO supports calls for total ban on alcohol advertising

THE IRISH Medical Organisation (IMO) has welcomed a new proposal by the British Medical Association (BMA) to ban all alcohol advertising and marketing.

However, the Alcohol Beverage Federation of Ireland (ABFI) says Ireland’s drinks industry is already subject to some of the “toughest” advertising and sponsorship regulations “of any sector anywhere in the world”.

The BMA made its recommendation last week in a report which examines the effect of alcohol advertising on young people. The IMO called for a similar ban in a policy paper published six years ago.

The BMA report, entitled Under the Influence, says that increasing alcohol consumption in Britain is being driven by "vast promotional and marketing campaigns" costing about £800 million (€908 million) annually.

“The population is drinking in increasingly harmful ways and the result is a range of avoidable medical, psychological and social harm, damaged lives and early deaths. As consumption has increased, the market for alcohol has grown substantially,” the BMA states.

It believes that alcohol marketing communications have a “powerful effect on young people” and come in many forms.

“These include traditional advertisements on television through ubiquitous ambient advertising, to new media such as social network sites and viral campaigns. The cumulative effect of this promotion is to reinforce and exaggerate strong pro-alcohol social norms,” it says.

IMO member and former organisation president Dr Joe Barry said the IMO had passed many motions on this issue in the past, and had recommended a complete ban in its 2003 policy paper. The most recent motion called specifically on the Government to bring in legislation to prohibit alcohol sponsorship of sporting activities and sporting organisations, and was carried at this year’s annual general meeting.

In a briefing paper to Government published last October (2008), the IMO said the concerns expressed in 2003 remained valid. This was backed up by evidence from the health services, particularly from those working in suicide prevention and the accident and emergency sector, the organisation said.

In recommendations to Minister of State Mary Wallace last October, the IMO called for legislation to underpin a complete ban on alcohol advertisements, and described voluntary codes as “inadequate”.

It also recommended breaking the link between advertising companies and sporting organisations, and urged the Government to adopt a strong public health approach – similar to that in France.

ABFI director Rosemary Garth said that given the scale and importance of the drinks industry in Ireland, the sector fully recognised the role it had to play in promoting the responsible enjoyment of products.

A series of measures agreed with Government ensured that products were marketed and promoted responsibly, she said.

“These measures are among the toughest advertising and sponsorship regulations of any sector anywhere in the world – but are certainly much stronger than those in Britain,” she said in a statement.

“Our advertising must also not appear during children’s programming or feature on billboards close to schools. The industry also signed up to a new voluntary code of practice with the Government in 2008,” she said.

“Hundreds of cultural and sporting events that take place in all parts of Ireland year-round are reliant on financial support from the drinks industry,” she said.

“Many such events simply would not happen without our contribution. However, we are careful only to operate in a responsible manner and in full compliance with national and EU codes of conduct.”