Minister for Health Mary Harney has insisted that legislation restricting alcohol advertising will be introduced if the voluntary code agreed with the drinks industry does not work.
Green Party leader Trevor Sargent accused the Minister of "playing Russian roulette" with children. He said the voluntary code was nothing new and claimed Ms Harney was presiding over a sinking ship "in which our children are being pickled, more and more, in a sea of alcohol".
But Ms Harney said there was a huge problem with alcohol consumption, and the issues were far wider than simply banning the advertisement of alcohol.
During leaders' questions in the Dáil, Mr Sargent said the cost of alcohol abuse in Ireland was €2.4 billion a year, of which 80 per cent could be saved if public policy measures were implemented.
"What is going on between yourself and the drinks industry that is so set on this voluntary code which we know is going to make little or no difference?" Mr Sargent asked.
However, Ms Harney said: "It is a fact that in many, many other countries where alcohol is widely advertised, perhaps more advertised than here, drinking patterns are very different. We have to deal with many of the cultural and educational aspects in relation to this issue over time."
But she called for time to be given to the voluntary code. "Let's give it a chance. Let's see if it does work and if it doesn't, we will bring in legislation."
Under the code it is acceptable if no more than 33 per cent of children under 18 see drinks advertising. "So Russian roulette is what you're playing with children", Mr Sargent claimed.
International research had shown that the earlier children were exposed to advertising the worse the situation. "One-third of 16-year-olds are binge-drinking every week, and girls in Ireland were the worst in terms of female drinking across Europe," he said.
Ms Harney said the new social personal health programme in schools, about helping young people to be more confident, to develop self-esteem and to say No, would be helpful. She stressed again that if the code did not work she would introduce legislation to control drinking.
