Sir, – In your Editorial, “Dangerous Games” (February 5th), the writer plays a very dangerous game by disregarding the truth in stating “this [neknomination] game, which the drinks industry has now forsaken, is a manifestation of the creativity and effectiveness of alcohol promotion and society’s vulnerability to exploitation”.
Suggesting the drinks industry in any way supports such activity is irresponsible, misrepresentative and offensive.
The drinks industry has consistently condemned the irresponsible consumption of alcohol.
The drinks industry is extremely careful not to target minors in any of our marketing or sponsorship activities. That is why we have developed some of the most stringent co-regulatory codes of practice anywhere in the world for alcohol marketing. Indeed, in many cases, Ireland is used as a testing ground for advertisements or marketing campaigns in other countries as companies know that if their ads are acceptable to the Irish market then they will be perfectly suitable for other countries.
Since 2002 we have funded and supported Mature Enjoyment of Alcohol in Society (MEAS). MEAS has two key objectives: to foster responsible promotion of alcohol within the drinks industry and to promote the responsible consumption of alcohol among consumers. Through its strict voluntary code MEAS regulates the promotion, packaging and sampling of alcohol products by the industry. Through drinkaware.ie MEAS brings the message about responsible consumption to the public, with a particular focus on young adults. Indeed, MEAS was among the first organisations to draw attention to the horrific potential dangers associated with neknomination in this country over a fortnight ago.
We are a legitimate and responsible industry. It is unfair and ill-founded to demonise an entire industry, and an insult to the many thousands of people who work in that industry, to claim that we in some way are encouraging alcohol misuse. – Yours, etc,
KATHRYN D’ARCY,
Director, Alcohol Beverage Federation of Ireland,
Baggot Street,
Dublin 2.