The drinks industry launched a campaign yesterday to dispel "myths" about alcohol and fitness. Jillian van Turnhoutquestions the industry "myth" that an advertising ban would not work
Michael Patten of the drinks industry claimed in his Irish Times opinion article (October 10th) that there was no evidence to support a ban on alcohol advertising. There are, of course, many factors shaping drinking behaviour - but the role of alcohol advertising cannot be lightly brushed aside.
His article misrepresented the many people concerned about the harmful effects of alcohol by labelling us as "the anti-alcohol lobby". We are not anti-alcohol, but are concerned with the rights and wellbeing of children and young people.
The Children's Rights Alliance is alarmed by the mounting evidence of the impact of alcohol on the lives of children in Ireland - arising both from young people's own use of alcohol and from harmful consumption by parents and others.
Many studies have shown that alcohol advertising plays an important role in young people's decision to drink and in how they drink. One such recent US study by Stacy and colleagues showed that children (aged 12-13) who watched more television programmes with alcohol commercials were more likely to use alcohol a year later.
Brain image research has found that teenagers with alcohol-use disorders show greater brain activation to alcohol advertising, especially in areas linked to reward, desire and positive effect.
The one Irish study on this subject, The Impact of Alcohol Advertising on Teenagers in Ireland (2001), showed that alcohol advertisements held a strong appeal for young people, and were considered by those interviewed to be stylish and humorous, showing alcohol as promoting a desirable lifestyle, and helping to improve confidence and social skills.
We believe strongly that every effort must be made to protect children from exposure to alcohol promotion.
We therefore very much welcomed The Irish Times editorial on October 6th, 2007, that called for a ban on alcohol advertisements and for elected representatives to follow up their words of concern about young people and alcohol with effective action.
The urgency of doing so is highlighted by the evidence of the threat posed by alcohol to the health and wellbeing of children.
This year, the surgeon general of the United States highlighted the disturbing research which indicates that "the developing adolescent brain may be particularly susceptible to long-term negative consequences from alcohol use".
Alcohol can damage the developing brain that involve learning and memory as well as judgment, reasoning, problem-solving and impulse control. This damage can be irreversible.
In 2003, it was announced that the government had approved the drafting of legislation to reduce the exposure of children to alcohol advertising, sponsorship and promotions. This was supported by the Irish Medical Organisation, Youth Work Ireland, National Youth Council of Ireland and the Children's Rights Alliance. Yet, two years later, and with Mary Harney as health and children minister, the legislation was shelved in favour of self-regulation by the industry.
Under the existing voluntary code, drinks ads on television are permitted if children constitute no more than one-third of the projected viewing population. That means, for example, that during major sporting events, such as the recent Rugby World Cup, thousands of children and young people are exposed to alcohol ads.
Under the code, all public transport can continue to display alcohol advertisements. Dart stations and bus shelters can carry poster ads for alcohol - and such ads can be displayed along the streets that children go to school.
Yes, there are restrictions - for example, the alcohol ads cannot be wrapped around an entire bus or take up all the entire advertising space at the Dart station or bus shelter! Clearly, this is not about reducing in any meaningful way the exposure of children to advertising; it is window dressing.
France, known for its love of wine, has shown that there is a better way. Next time when viewing a football match in France, note there are no alcohol advertisements around French grounds.
Sports sponsorship by the alcohol industry is also banned, as is television advertising of alcohol.
The claim that Ireland would be prohibited by EU legislation from acting to curb alcohol advertising is simply not correct.
In its 2007 election manifesto, Fianna Fáil promised that it would introduce "a ban on direct TV advertising of alcohol products before 9pm".
The Green Party Policy Document on Alcohol, published just before the election, advocates statutory regulations on alcohol advertising.
So why is the smallest of the three parties in the present coalition Government, the Progressive Democrats, calling the shots?
Bringing forward the legislation to regulate alcohol advertising is the least the Government can do to deliver on children's rights by giving protection to their health and wellbeing.
• Jillian van Turnhout is chief executive of the Children's Rights Alliance and the Vice-President of the European Economic and Social Committee.