Madam, - What a pity that Dr Joe Barry persists with polemics rather than facts in addressing the very serious social problem of alcohol abuse in Irish society (July 19th).
Over the past 18 months, since the establishment of Mature Enjoyment of Alcohol in Society (MEAS), I have deliberately chosen not to respond to his attacks, preferring instead to focus the efforts of this organisation on making a positive contribution to tackling the problem.
However, I am prompted to respond in this case because of his (continuing) contrived criticism of MEAS initiatives, even before some have got off the ground.
His current focus is on the MEAS code of practice recently announced, aimed at raising the industry standard in the promotion and sale of alcohol.
MEAS was established by the drinks industry to assist it in playing its part in tackling the abuse and misuse of alcohol.
Learning from deficiencies in others' efforts at self-regulation, particular care has been taken in this case to assure independence in complaints decision-making, to secure broad buy-in to the code, and that it has teeth.
Dr Barry has questioned the integrity of members of the Independent Complaints Panel (which decides on complaints under the code), and questioned its independence.
Three of the five-member panel have been nominated by their own organisations, not by MEAS.
The fourth is a recognised authority on issues to do with alcohol, having been appointed in 2001 by the National Advisory Committee on Drugs to provide an overview of the research concerning the most effective approaches for the prevention of alcohol and substance abuse.
The final member and panel chairperson is eminent solicitor Gordon Holmes.
Interestingly, Dr Barry speaks highly of the Strategic Task Force on Alcohol which was established on foot of a recommendation by the Commission on Liquor Licensing, chaired by the same Gordon Holmes!
Since its establishment MEAS has initiated or actively supported the following major projects, in addition to the code: professional training programmes for bar servers and alcohol traders to ensure that training, when mandated as a condition of licence issuance or renewal, is available to a high standard; Central Copy Clearance Ireland, established to pre-vet the content of alcohol advertisements prior to airing/publishing to ensure compliance with relevant codes; independent research to inform our initiatives concerning under-age drinking; an advertising campaign, "Is your drinking affecting their thinking?", reminding parents/adults that they are important role models when using alcohol; commissioning and circulation of Alcohol: A Guide for Parents; a campaign, Drive Straight and Designate, promoting the designation of a non-drinking driver to bring friends or family home safely after a night out.
Many of these initiatives are undertaken in collaboration with other interested bodies.
I remain convinced that the best way to minimise the harms related to alcohol consumption is through partnerships at a range of levels, many of which can involve members of the healthcare profession and the industry. - Yours, etc.,
FIONNUALA SHEEHAN, CEO, MEAS, Merrion House, Fitzwilliam Street,, Dublin 2.